Some brands don’t have to work hard. Their product is their brand strategy — and deeply embedded in their DNA. It comes easy because employees know what the product is, what the product does (Is-Does) and why it’s needed. When that happens consumers/buyers can’t help but parrot that value.
Helly Hansen is one such brand. For them, life is easy.
I’m not exactly sure what the Helly “claim” is, but I can certainly articulate its 3 “brand planks.” They are “warm,” “dry” and “protected.” These good-ats and the customer care-abouts and both powerful and nicely aligned. A perfect fit.
So long as Helly Hanson spends its marketing money demonstrating warm, dry and protected, the brand can’t help but be strengthen.
This is a great example of product and marketing working closely together. All companies should aspire to this type of relationship.