FPRA 2013 Annual Conference: Breakout 4B, Keeping Your Brand Authentic, Carrie Crozer, Brand Identity Manager, SPANX
By Whitney Fike
Carrie Crozer is the Brand Identity Manager at SPANX, a company which creates women’s and men’s apparel, best known for their sliming undergarments. SPANX is headquartered in Atlanta, Georgia and has a brand presence in more than 50 countries worldwide. Their newest endeavor includes retail stores which are opening across the United States.
“Brand is not what you say it is. It’s what they say it is.” – Mary Neumeier, The Brand Gap
In the 13 years SPANX has been a company, they have never paid for a celebrity endorsement or advertisement. Instead, SPANX increases its brand awareness through strategic public relations, grass roots marketing campaigns and word of mouth from their loyal customers.
SPANX is the #1 most recognized shape-wear brand and the second best body enhancing solution, next to the push up bra. The SPANX brand attributes its success to a brand identity that is tangible, appeals to the senses, fuels recognition, amplifies differentiation, and makes big ideas accessible.
The tag line, “Don’t worry, we’ve got your butt covered” hasn’t changed and is included on all product packaging. The founder, Sara Blakely, was originally a stand- up comedian and her humor is ever present in SPANX’s “cheeky” branding.
Their branding touch points include blogs, direct mail, trade shows, employees, company stationery, e-marketing and much more. Strategies for success include developing intelligent innovation and complete product solutions, managing packaging identity, attending trade shows, leveraging brand ambassadors and engaging sales associates and consumers.
SPANX also capitalizes on big events like The Golden Globes. Before the award show the company mails product samples to stylists and celebrities in hopes that after they try SPANX they will share their natural love for the product. The company even gives product samples to everyday consumers. An example – driving around Los Angeles in a branded double decker bus, inviting consumers to jump on to learn more about SPANX.
As Crozer explained, “We want to tell a story and we never want our story to go away.”