Crusoe: a great example for positioning

This is a very nice example and even a case study by which you can understand the effects and results of a great positioning strategy. This is about an undergarment brand which was nothing before one year and became a great brand with their EBOs all over India.

I started to notice the hoardings of Crusoe one year back when they came up with cool creatives in which they positioned themselves as a brand made for adventurous men interested in surfing, hiking, or scuba diving or what ever sports that are considered to be adventurous for men. This image suddenly caught many of the youngsters mind and the under garments became a hot topic amidst us. Even some of my friends considered buying it as a symbol of positioning themselves as adventurous.

Anyway what I was trying to tell that a simple positioning strategy with some seriously cool creatives made a just another under garment makers into great brand that could create the necessary buzz.

But the one area they missed is the online platform where they can create more WOM with even simpler activities. Their social media activities are very poor that it won’t be enough to attract the young audience. I’m sure once they start active online branding Crusoe can succeed over the current giants in their segment.