The OtterBox brand
Tom Dougherty, CEO – Stealing Share
2 July 2019
The OtterBox brand, a style brand or a safety brand?
Here is a curious tidbit about me. I have a freaky compulsion about buying phone cases. I feel a bit ashamed admitting this because it’s kind of a wacky thing. As is, I’ll peruse many online shopping outlets as well as scour rating sites to pinpoint a new case for my precious iPhone X. Here’s the thing. This whole review process is really a waste of my time as I have built brand allegiance with the OtterBox brand. And 90% of the time, that is what I’ll choose.
With an OtterBox (and it can be any of their models) I feel immense comfort in knowing my thousand-dollar hip computer, if accidentally connected with cement, will not shatter into a million little glass pieces. (Oh, the horror!) And what’s more, with the litany of stylings OtterBox offers, my ever-evolving passion for a new outer shell remains perfectly satiated.
I am surprised the OtterBox brand doesn’t own the promise of safety anywhere else. But that’s because OtterBox isn’t a safety brand. It now markets itself as a style brand.
“Find Your You holds some emotional appeal that could give the OtterBox brand permission to explore other products. At least it’s focused on the customer and not the product itself. And, that in of itself, is a reason for it to explore other opportunities.”
What works better for the OtterBox brand?
Think about it. How many other phone case companies do you know as well as OtterBox? Not many I imagine. Granted, the brand offers iPad and other tablet cases, and also a line of outdoor coolers and mugs. It’s still missing a heaping load of potential elsewhere.
Can a style brand gain brand permission more than a safety one? We recently branded the cymbal giant, Sabian. Just imagine the potential the OtterBox brand could tap into if it produced instrument casing too? It would seem that there’s opportunity to housing anything from guitars, synthesizers, drum equipment and microphones.
So, what would gain more traction? A safety brand or a style brand? I’m going with the latter. Safety is a table stake in the casing industry. You can’t be a manufacturer of cases unless you promise safety. All the players in the $60 billion phone accessory market promote safety, especially in casing.
“Find Your You” holds some emotional appeal that gives the OtterBox brand permission to explore other products. It’s focused on the customer and not the product itself. And, that in of itself, is a reason for it to explore other opportunities.
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