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Reebok's Dubious Branding Position

By Published on .

Copyranter voices a thought that's been nagging at me ever since Reebok unleashed its latest round of advertising, first on New York subways and now on TV. What, exactly, is the positioning supposed to be? Are we supposed to feel better after Reebok reminds us that we'll never be elite athletes and we should quit striving so damn hard? Asks Copyranter: "Are Reebok's shoes made better than other running shoes? No. Are Reebok's running shoes lighter than say Asics or Nike running shoes? No. Are they cheaper than other running shoes? No." Then he calls the marketer a nasty name because they put exactly zero brand attributes in the advertising.

He may have a filthy mouth, but he's also got a point.
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