Wednesday, November 30, 2011

Blue Collar Strategy

The crux of a 'blue ocean strategy' is not creating within the existing industry but rather forging into unknown ground to create a product, a market, even a niche where one previously wasn't. Last night while taking a break from the grind of homework, I happened to see this commercial on television:

Bean Boots

This made me wonder: is this blue ocean strategy? Is the new wave of advertising strategy which focuses on American made, local, rust belt/working America a trend of blue ocean creating a niche for people that believe in spending more money to buy local. In an economy which stresses the need to hire Americans, is it simply a clever advertising campaign to target American made and American workers or is it an entirely knew strategy that borders on the tenets of blue ocean?

A commercial that debuted last Super Bowl, was one of the first of it's kind marketing the added value/luxury of being American and working class. Having spent some time in a rust belt city - there is certainly a deeply embedded pride which radiates from this commercial.


The tagline 'imported from detroit' is nothing short of genius.

Brining it a little closer to home, last year Levi's 'invested' in Braddock as part of their We Are All Workers campaign. Their usage of the word campaign hints they still exist inside the red ocean strategy, but their bold approach to focus on a run down town, to position the perspective as one of potential rather than loss suggests that there is some blending (think venn diagram) of red and blue ocean lines.


While none of these companies are employing the bold new strategy found in Cirque De Sole - I also believe they are breaking some of the previously defined boundaries on what was value to the customer.

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