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Converse get it right - from your specialist in small business graphic design

I have talked plenty of times in the past about getting your branding right, and finding the right market for your product and not many companies have done as well at this as Converse. Converse have been immensely effective at adapting their marketing to suit the times rather than changing their product.

In 1908, a man by the name of Marquis founded the Converse Rubber Shoe Company to supply the day’s sporting shoes. Marquis’s vision took a quantum leap in 1917 when he introduced the world’s first performance basketball shoe, the All Star. Marquis then made his next move; in 1918, he recruited a young basketball player and salesman. He was the game’s first ever player endorser, Chuck Taylor.

Now anyone who knows Converse will know the Chuck and since Converse branded their shoe the “Chuck” they have remained, design wise at least pretty much the same for over 90 years. What has changed then?

Converse started out as a sports shoe, but when kids started wearing them off court they soon started branding their shoes for people on and off the court. Over time they have turned this into branding for those who seek individuality through what they wear. They are the cool shoe for the creative soul.

 A host of high profile names have helped their message including the likes of Santigold, Pharrell Williams and Kid Cudi. Converse have not changed their design but by adapting their message, Not changing it they have transcended generational cultural. They were the cool shoe for the court, then on and off the court and now are the cool shoe for the creative soul.

Today, “Chucks” are worn by artists, musicians, trendsetters and pop culture icons the world over and does anyone doubt that Converse will continue as world wide icon? I don't.

Like converse, get your message right for your audience, stick to it, and you wont go far wrong.

Cillian Griffith
Graphic Designer and Web Designer
Mini Design
your specialist in small business graphic design