Fort Worth Executive Luncheon - Brand Hijack

Thursday 27-May-10 11:30 AM to 1:00 PM CDT

Fort Worth Club

306 West 7th Street
Fort Worth TX 76102 USA
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Phone: (817) 566-0016

Speaker Mark Krauter

Position: Creative Director
Company: Williamson-Dickie Manufacturing Company

Event Description

We are sorry for the inconvenience - but this event has been canceled. In the late 1990’s, Dickies, a classic apparel brand, marketed to blue-collar workers, discovered that it had been “hijacked” by a new group of consumers – skaters, urban youths, rockers, and hip hop artists – becoming an underground hit. Thus began a decade-long branding odyssey to address a fundamental question. How, and to what degree, does a well-established brand speak to a new group of devotees, while avoiding the perception of having “sold-out”? The trip isn’t over yet.

Event Takeaways:

• The market "owns" brands, and consumers purchase for their own reasons

• A brand hijack presents big opportunities, but can be awkward for established brands

• Seemingly dissimilar consumer segments often share similar psychological & behavioral attributes

Attachments


Event Contact	Event Coordinator
Steve Higdon	Steve Higdon

Fort Worth Executive Luncheon - Brand Hijack

Thursday 27-May-10 11:30 AM to 1:00 PM CDT

Speaker Mark Krauter

Position: Creative Director
Company: Williamson-Dickie Manufacturing Company

Biography

For the last 12 years, Mark has been Creative Director of Williamson-Dickie Mfg. Co. of Fort Worth, Texas. His award winning in-house group has produced numerous consumer advertising, packaging, POS, trade and sales material projects for the Dickies brand. In addition to his creative duties, Mark has been a key participant in global branding and consumer insight initiatives. During his tenure, Dickies has experienced explosive national and global growth.