We can all agree that bringing the customer into the conversation is an important step in building sustainable brands. And more important is having the right conversation with your core audience. Randall Strossen, President of exercise-gear maker IronMind Enterprises, recognizes that the right conversation is about attaining the unobtainable. Huh?

Yes, you heard it right. For IronMind’s “Captains of Crush” line of hand grippers, the challenge for his core audience is to close one of their hand grippers. For many customers that feat is unobtainable. And yet they keep trying. Their ultimate (to-date) hand gripper is the No. 4. It takes 365 pounds of pressure—about as much as it takes to smush a potato—to squeeze it shut. Introduced in 1994, only FIVE individuals have been officially recognized by IronMind to successfully accomplish that feat. Think about that, only five individuals in 15 years!

By focusing the conversation on attaining the unobtainable, IronMind has been able to build a hand gripper brand that leads the category. The product line has grown to ten hand grippers of various grip strength to invite others to the challenge and also to attain the unobtainable. Like today’s digital games, getting to the next level is the goal. No, you won’t find a “whimpy” hand gripper in the lot. Strossen has been diligent about keeping the brand true to its core brand story.

As part of staying true to the conversation, and connecting with it’s loyal customers, IronMind sponsors strength contests and sells products for and by it customers. You can buy a $4 luggage tag that reads “A special grip guy.” For you next workout you can listen to a $8.95 CD of a song composed by a customer. Want a trophy case to display your hand grippers? They have that as well.

In summary, IronMind has established an authentic, memorable and compelling brand story focusing on attaining the unobtainable and reinforces that story in all brand touchpoints. Now that is a model for success!

Source: BusinessWeek SmallBiz – Marketing Feb/Mar 2009

This entry was posted by Will Burke on Tuesday, April 7th, 2009 at 12:23 pm and is filed under Branding, Change the Conversation, Consumer, Culture. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.