Ampersand CEO Cindy Montgomery explains, “Our competitive audit revealed that most of the current ad campaigns in the category look and sound the same because they either romanticize the West, or define authenticity as people who are just "tough"."
Austin, Texas (PRWEB) April 17, 2014
Campaign executions including television commercials, radio spots, a new jingle, print and digital ads can now be viewed at http://www.ampersandagency.com/project/cavenders-western-outfitters/.
The agency will be releasing additional ads as part of the new “DON’T JUST WEAR IT. LIVE IT.” campaign in the coming year. Cavender’s first reached out to Ampersand in March of 2013 to discuss a re-brand for America’s largest, family-owned/operated and privately held western wear retailer. With more than 60 locations throughout Texas and the Southwest today, and Cavenders.com, Cavender’s is also one of the largest online sellers of western boots and apparel in the world.
Terry Cooper, Chief Marketing Officer explained, “In the past decade, our category has undergone dramatic change, with most of our competitors selling out to large corporations, or venture capitalists. The competition is fierce and the use of bold claims has become the norm especially since the fall of 2008. We felt it was time to shift the focus to our brand and tell the story of what makes us who we are. We chose The Ampersand Agency because they had the ability and skill set to identify each client’s strengths and present them in a clearly unique way. No two clients branding looked alike. They spent a significant amount of time making sure they accurately portrayed what Cavenders was really all about. Our new branding campaign, “DON’T JUST WEAR IT. LIVE IT.” is designed to reveal the true story and authentic western heritage behind our unique company.”
Ampersand CEO Cindy Montgomery explains, “Our competitive audit revealed that most of the current ad campaigns in the category look and sound the same because they either romanticize the West, or talk about authenticity by defining it as people who are just “rugged” or “tough”. In reality, western values go much deeper than that. In addition to the “tough guy” image, westerners are fun loving, hard-working people who are proud of their lifestyle and have a real passion to preserve it. They honor things like endurance, perseverance, honesty, integrity, tradition and humility; and they get a lot of joy from the life they live. Women also play a much more important role than typical ad campaigns for western wear portray. In addition to the deeper cultural insights we gained, we also noticed several important differences in the way Cavender’s does business--from the quality of merchandise to a level of knowledge and service that comes from employees who truly live the western lifestyle. “DON’T JUST WEAR IT. LIVE IT.” focuses on these distinctions."
The Ampersand Agency is a full service agency, specializing in brand-building, strategic creative and has more than 25 years experience in retail, restaurant/QSR, packaged goods, finance & banking, higher education, real estate, travel, insurance and automotive. For more information, visit the agency’s website at http://www.ampersandagency.com/.