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CREATING, MAINTAINING and SUSTAINING BRAND EQUITY: TOUGH MUDDER

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Muhammad Anowar

Tough Mudder is an obstacle course endurance event consisting of mud and obstacles over 16-18 km. It was created in 2010 by Will Dean and Guy Livingstone as a disruptive product that would be viral and partner with national brands. They were able to get started through a $100,000 sponsorship from a free beer promotion and pre-registration fees. Tough Mudder maintains the brand through sustainable corporate culture that invests in staff ideas and builds community, innovates new obstacles, offers unique experiences, an online store, and supports military charities in each location.

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CREATING, MAINTAINING and SUSTAINING BRAND EQUITY Presented By- Muhammad Anowar Akshay Kumar Gurung Section: Q1526 Lovely Professional University
TOUGH MUDDER
WHAT IS TOUGH MUDDER? Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of mud and obstacles. The obstacles often play on common human fears. Tough Mudder puts camaraderie over finisher rankings and is not a race but a team challenge no winner, no finisher medal and no clock to race against. We are for anyone who has ever followed their gut, tried to defy gravity, chosen dare over truth, taken risks and sought thrills. We are Tough Mudder.
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HOW THE BRAND GOT STARTED ? Designed and created by Will Dean and Guy Livingstone in 2010. It all started with a wacky idea, a $300 website and a $20 Facebook ad. The main idea was to create a disruptive product. Developed an offline viral product.
Contd. Partner with national brands. A free-beer promo worth $100,000 of sponsorships got started. Pre-registrations: Participants paid $100 to $200 entrance fee ahead of time. Tough Mudder started making money before it even built a single barbed-wire obstacle.
MAINTAINANCE
Contd.
ONE DAY @TOUGH MUDDER Kiss The Mud Mud Mile
Contd. Quagmire Funky Monkey
SUSTAINING THE BRAND Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging events , Livingstone, the CEO says he considers the company's sustainable company culture to be "the most interesting part of what they do. The company also launched Tough Mudder Ventures to invest in the ideas of staff members. The company offers various community building perks, including partnering with Harvard Business School, a paid gym membership, an iPad, and participation in a company-wide expedition to somewhere exotic. Innovative Obstacles: A research team is built to receive public feedback and innovate obstacles.
Contd. Unique: One of a kind. Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like Mobile Covers, Coffee Mugs, Bands. Charity: Tough Mudder supports a charity in each territory it holds events (usually military-affiliated), and encourages participants to raise money to aid veterans. Current charities supported include Wounded Warrior Project (United States), Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On (Australia).
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CREATING, MAINTAINING and SUSTAINING BRAND EQUITY: TOUGH MUDDER

  • 1. CREATING, MAINTAINING and SUSTAINING BRAND EQUITY Presented By- Muhammad Anowar Akshay Kumar Gurung Section: Q1526 Lovely Professional University
  • 3. WHAT IS TOUGH MUDDER? Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of mud and obstacles. The obstacles often play on common human fears. Tough Mudder puts camaraderie over finisher rankings and is not a race but a team challenge no winner, no finisher medal and no clock to race against. We are for anyone who has ever followed their gut, tried to defy gravity, chosen dare over truth, taken risks and sought thrills. We are Tough Mudder.
  • 4. /
  • 5. HOW THE BRAND GOT STARTED ? Designed and created by Will Dean and Guy Livingstone in 2010. It all started with a wacky idea, a $300 website and a $20 Facebook ad. The main idea was to create a disruptive product. Developed an offline viral product.
  • 6. Contd. Partner with national brands. A free-beer promo worth $100,000 of sponsorships got started. Pre-registrations: Participants paid $100 to $200 entrance fee ahead of time. Tough Mudder started making money before it even built a single barbed-wire obstacle.
  • 9. ONE DAY @TOUGH MUDDER Kiss The Mud Mud Mile
  • 11. SUSTAINING THE BRAND Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging events , Livingstone, the CEO says he considers the company's sustainable company culture to be "the most interesting part of what they do. The company also launched Tough Mudder Ventures to invest in the ideas of staff members. The company offers various community building perks, including partnering with Harvard Business School, a paid gym membership, an iPad, and participation in a company-wide expedition to somewhere exotic. Innovative Obstacles: A research team is built to receive public feedback and innovate obstacles.
  • 12. Contd. Unique: One of a kind. Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like Mobile Covers, Coffee Mugs, Bands. Charity: Tough Mudder supports a charity in each territory it holds events (usually military-affiliated), and encourages participants to raise money to aid veterans. Current charities supported include Wounded Warrior Project (United States), Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On (Australia).