RESEARCH, ANALYSIS, CREATIVE PROPOSAL & MARKETING STRATEGY BY MARIO CASTELLANOS
COLUMBIA is an international brand that sells outdoor sports equipment. Although they had been in the market for many years, they had never had a clear marketing strategy and market positioning initiatives.
Creating a strategy for such a large brand is not the easiest thing to do. However, COLUMBIA is one of the biggest brands in the outdoor sector and therefore has excellent consumer recognition, which would empower all the strategies to be carried out.
The main thing for me was to highlight the nature in Mexico, but more than that, also all the pre-Hispanic traditions. So to show Mexico and the world the richness and cultural background of our ancestors, how the cosmogony is connected with nature and all the beliefs around it.
To achieve this project, a video documentary and a series of books would be made and published through social networks over a whole year. Without a doubt a project that would require a great heart to be able to be realised.
As you can see in this preview of the presentation, every aspect of brand-building was covered to a large extent, from situation analysis, through research and then offering a creative resolution for the brand’s execution.
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