Levi Strauss: Submit Your Brand To a Torture Test!

Levi Strauss Horse Power

What is your brand story? How to find an intriguing positioning, relevant and differentiated to your target group? Let’s have a look at one of the earliest brands at all, Levi Strauss.

Invented by Levi Strauss & Co. in 1873, the first denim work pants with copper rivets entered the market. The iconic trademark was first used in 1886, since the patent was only to protect the brand until 1890, when competitors were expected to enter the denim market. As such, Levi’s found a great way to communicate it’s original and quality positioning.

“Using this trademark was a way of saying not only that we created the first jeans but also that our jeans were the strongest and most durable.”

To any marketer in search for positioning options, there is a great tool, which is called Positioning Roulette by Ulli Appelbaum. In the case of Levi’s, there are actually various items to pick up on:


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