Louisville Slugger

Lean into what you own that no one else does – 70% of professional players swing Louisville Slugger.

  • Ethnographic Research
  • Brand Strategy
  • Brand Manifesto
  • Strategic Marketing Plan
  • Brand Identity (working with an Identity Agency)
  • Brand Architecture

Louisville Slugger is one of the most recognized brands in the world. However, the strength of the brand was not translating to sales in retail and the company found itself in a steep sales decline despite having introduced product lines.

We identified the core equities of the Louisville Slugger brand – both functional and emotional – while identifying gaps in our brand positioning. From here, we recommended a brand strategy that capitalized on the learning and captured a refined and unique brand promise that appealed to its customers on both an intellectual and emotional level.

A second deliverable was to define a go forward Brand Architecture. The assignment was to recommend a way to organize all the brands to maximize brand equity and marketing efficiency while maximizing sales. The result was a consolidation of brands under the well-recognized Louisville Slugger name.

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