Marketing Currents - Business and Marketing Current Events

Could Peloton’s brand refresh mark the start of its comeback?


When it comes to fitness ads, some images have become staples — high intensity, seamlessly executed workouts and the perfectly placed bead of sweat.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. Is Peloton a brand?
  3. How would you describe the Peloton brand?
  4. How might that explain the concept of brand image?
  5. What is a brand refresh?
  6. What are some reasons why a brand might engage in a refresh?
  7. Why do you think Peloton is launching a brand refresh?
  8. Based on what you learned from this news story, describe what Peloton is doing to refresh the brand.
  9. What is positioning?
  10. Why is positioning important?
  11. How do you think Peloton hopes to position the brand as part of this refresh?
  12. What is consumer behavior?
  13. The article cites a reference to consumer behavior in a recent letter from Peloton to shareholders that says “We know shifting consumer perception and behavior takes time, but we’re pleased with the progress we’ve already made.” What does that mean?
  14. Why does Peloton want to shift consumer perception and behavior?
  15. How important is it to the future of the company that they are able to successfully do so?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.