Content Analysis of Super Fan

What's the first thing that pops to YOUR mind when I say CONVERSE? Not the verb, but the shoe, of course. Perhaps it's one of these words...perhaps not.

These are just some of the most frequent words that pop up through BuzzSumo in regards to Converse. Most seem to relate to the actual company, the design of the shoe, or the artists that are working to create newer Converse collections.

We see that the brand name is the largest, and that a lot of these focus on the different aspects that Converse has to offer. I do believe that this focuses too much on the sales aspect, and not on what Converse really stands for.

 

SO WHAT DOES CONVERSE REALLY STAND FOR?

You.  Plain & Simple. 

Through research of shared links and articles about Converse, it is easy to see some of the things that Converse holds dear. And by extension, their followers hold them dear as well. This brings me an earlier idea of one of the most important questions to ask if you're a brand:

What do we stand for, and what do we represent?

And Converse stands for so many things. Some of the themes that I've found through my research include:

• You Matter
• Celebrate All Walks of Life
• Personal History--Celebrate your past, present & future
• Creativity
• Music
• Made by you for you with you--Converse involves their followers in so many aspects of both production, but also engages with them by showcasing local artists and musicians, like during their "Made by you" campaign.
• Self Expression
• Creating something new from something old
• Uniqueness

Converse also does what all brands should do, share stories. Sometimes these stories aren't shared by Converse themselves but by their followers. Like when a video went around on YouTube of two dogs wearing Converse and skating. I've taken the liberty of attaching the video below. Watch if you so desire.

Converse also shows their follower's lifestyle. What's a day in the life of a Converse wearer like? These kind of stories also end up on their Instagram page. But here's an example from one of their other platforms.

Converse, especially on their Instagram page, does one of the most important things a brand can do. And what's that?

Be human. 

Research suggests that a brand needs to "Be human. Be kind. Be real. Be funny. Be respectful. Be empathetic. Be all of the things you would expect someone to be toward you in every interaction" and Converse does just that (see examples below). Converse features stories of their followers wearing their shoes doing crazy and normal things and they also showcase their followers talents, like with the #blankcanvas event.

Everyone has their own story.

Be creative. Showcase your talents

In regards to the other themes I found, Converse seems to understand that their followers are real people with real lives and stories to tell. For example, the Converse media website discussed the "Made By You" campaign and how it is a:

"...true celebration of creative individuals, their stories and their sneakers. Whether they are hand painted, covered in mud or worn out with holes, each Chuck Taylor All Star portrait tells a deeply personal story of the transformation from a white, black, red or navy sneaker into a remarkable piece of art. However worn, customized, modified or pristine, the portraits demonstrate the vast potential of an ultimate blank canvas."

They even go on to explain that the campaign "not only celebrates the people who have made the Chuck Taylor more than a sneaker, but also seeks to unleash their continued creative expression around the globe."

It made me think of how the term "blank canvas" doesn't just apply to shoes, but it applies to people as well. Converse realizes that and tries to use every post and design update to show that you can create a blank canvas of your life through your shoes and where they take you.

Another things Converse values is the past. Converse always tries to pay homage to their original company and ideas for shoes and who made Converse who they are, just like the earlier quote suggests. For instance, one story tells us how a pair of Michael Jordan's Converse sold for $33,387 and explains how he used to wear those shoes before Converse teamed up with Nike, and he wore them during his training days. Way to showcase the past, not to push it under the rug.

In addition, Moz.com also explains what brands should do in the case of a crisis, which Converse had when other companies made brands of the Converse shoe, and Converse attempted to take them off the shelves quickly. Moz.com says that companies need to prepare, respond/measure, recover, and prevent. Converse did just that. They responded quickly, efficiently and kindly.

All of these suggest that Converse does extremely well at marketing their brand, engaging their followers, and handling crises. They showcase their followers and shoes at the same time. They show that it's okay to be yourself, and that Converse shoes can help you do just that.

Where have you been?

What's your story?

 And they do a great job of showing one thing over all.

It's more than a sneaker. 

It's who you are.

So, who are you?