Why Are Levi’s Jeans Relevant to Promoting Exercise?

In an article about brand meaning in the Journal of Business Research, the authors emphasize how crucial it is that brands stay relevant when the marketplace is as dynamic as ours.

They used Levi jeans as an example.

To baby boomers, Levi’s meant freedom and rebelliousness. To their kids,  wearing Levi’s was for old people.

Levi’s did what anyone who wants to be relevant does – they rebranded  to become compelling to buy in the current hip jean market.

Physical movement is a behavior – not a piece of clothing.

But if we (advocates of exercise and healthy living) want to make physical activity RELEVANT enough within busy modern life so that people find it compelling to fit in – we better rethink our passé medical branding of movement.

We need to rebrand physical activity from being just “important” to something that we can’t live without.

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