Reebok's Brand Confusion

Saw these two in-store signs promoting Reebok. Different tag lines. No consistency of theme. What makes this brand a brand?

They would be better off appealing to the anti-Nike crowd, focusing on women perhaps, those of us who exercise for health -- with zero hope of ever looking like an athlete.

Remember Wendy from Snapple? She would be a good spokesperson and that would be a great co-brand.

The general principle though is -- mixed messages cancel each other out and neutralize brand equity.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.