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IMAGERY FOR CONCEPT PURPOSE ONLY |
Schwinn
The awakening of an American icon.
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Unfortunately, the Schwinn brand lost its way over the last twenty-plus years. The positive emotions around the brand became a thing of the past, with long-established equity and brand presence being allowed to become diluted, damaged, and forgotten. It’s sad to say that Schwinn had become just another bike brand among so many available for the biking consumer to choose from.
Understanding this, Schwinn turned to United to help them identify where things went wrong and how the brand could be re-positioned, re-branded and revitalized. United partnered closely with Schwinns internal brand team to re-establish the brand in the hearts and minds of today’s biking consumers.
Schwinn is an American Icon; it’s one of the classic brands on which the USA was built. It’s part of the DNA of America; the mere mention of the name brings waves of happy memories to people in their 30s and above. Learning how to ride a bike after learning how to walk is one of a child’s most significant achievements; it’s a landmark event that is imprinted on all our minds, something each of us never forgot. The Schwinn brand name was synonymous with these memories.