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24-hour rest
Thu, Jun 18, 2020
Remember COVID-19?
The killer is still on the loose and has now claimed its latest victim – 24 Hour Fitness.
The leading fitness chain just filed for bankruptcy and won’t be doing any more deadlifts.
Its brand name was never the cause of bankruptcy, but was it thought through?
24 Hour Fitness branded itself around its most notable feature – you can get fit in its gyms around the clock, anytime you want.
But is that USP unique enough to be the brand’s identity? Is that operational strategy replicable by its competitors?
Of course! Ask Anytime Fitness.
So what can’t be replicated easily?
Either a branding focus on fitness for life as pursued by Life Time Fitness or a formulaic focus on fitness as popularized by Orangetheory Fitness.
Features tell, but benefits sell.
Takeaway
- Don’t let an easily replicable feature drive your branding. Instead, build it around your people, their aspirations, and their perceptions.
- You may own the brand name, but it’s your people who really own the brand.
Drop your barbell and send me an email if you know a brand that has branded itself around a replicable feature.
