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 marketingdive.com.
Discussion Questions:
- What is a brand?
- Is Peloton a brand?
- How would you describe the Peloton brand?
- How might that explain the concept of brand image?
- What is a brand refresh?
- What are some reasons why a brand might engage in a refresh?
- Why do you think Peloton is launching a brand refresh?
- Based on what you learned from this news story, describe what Peloton is doing to refresh the brand.
- What is positioning?
- Why is positioning important?
- How do you think Peloton hopes to position the brand as part of this refresh?
- What is consumer behavior?
- 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?
- Why does Peloton want to shift consumer perception and behavior?
- How important is it to the future of the company that they are able to successfully do so?