I get a bit pissed off when people say ‘brands have to be authentic’ because it implies some brands choose to be inauthentic, which is plainly bollocks.
I also accept that in these competitive times, you have to think more boldly to try and stand out in a cluttered marketplace.
However, I question whether this move by New Balance China is the best way to demonstrate their brand credentials … unless they’ve discovered that having a [very ambiguous, not to mention very old] association with a member of the British Royal Family is more aspirational to runners than New Balance’s genuine and proven association with millions of athletes.
Of course, given I work with NIKE I may be missing the point.
I can’t wait to read their effectiveness case study.