K-Swiss, advertising & brand consideration

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Can a single brand video change the fortunes of a brand? Classic advertising principles say that a likable ad subliminally creates likability for the brand. A viewer likes an ad and unknowingly transfers his likability of the ad to the brand.

I wasn’t aware of the K-Swiss brand until I saw the videos starring Kenny Powers from 2011 onwards. His keynote video introducing the Blades range was brilliant. And if Nike appeals to the athlete in you [wannabe or otherwise], K-Swiss shows that there is another kind of appeal possible in the sportswear space: entertainment & humor. For many, such advertising would clearly bring the brand into the consideration set.

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