Search

This article deals with the successful brand marketing efforts of Vans. The Vans Song by The Suicide Machines has played a key role in the brand's success in urban markets. The brand promotes itself around what Vice-President of Marketing Doug Palladini calls the four pillars of Vans culture: action sports, music, street culture and art. Perhaps its greatest accomplishment has been maintaining its aura of authenticity while ramping up its message to consumers through its active promotions and partnerships. INSET: Blog This!.

Presents insights on the importance of expressing emotional connection with consumers to product marketing. Metaphorical implications of emotional benefits; Background on the Orthodox branding's categorical demand for emotional connection; Factors to consider in achieving marketing success.