that a good brand can define itself in three words.  Disney is "fun family entertainment."  Coca Cola is "arm's length refreshment."  And Hush Puppies is ""fun, comfortable, genuine style."

Although the English language didn't provide a single word to describe "genuine style", the phrase became the brand mantra as Hush Puppies  managed its growth and success following the Classics launch. Jeff led a global positioning team consisting of US and international Hush Puppies brand managers, footwear and non-footwear licensees, communications agencies and Checkland Kindleysides, a UK-based design team.

The ability to project "fun" was a unique positioning attribute for Hush Puppies.  (After all, this was a brand named after a corn fritter with a basset hound for a logo.)  No brand competitor could have "fun."  Rockport stood for comfort, Nike for performance and Nine West for fashion.  A lighthearted approach became a natural position for Hush Puppies.

Hush Puppies are also "comfortable" -- far different than just a comfort shoe.  Comfort is an emotional state -- content, satisfied with yourself.  And "genuine style" is something honest, not trendy.  A unique statement for a white-hot brand to make, but one that made sense for the brand and its core audience.

Too bad the team couldn't come up with a

three word definition.  However, Kevin Lane Keller was not disappointed.  He used the Hush Puppies repositioning study as a case study in his marketing textbook, "Strategic Brand Management:  Building, Measuring and Managing Brand Equity."  With "Fun, Comfortable, Genuine Style", Jeff and the Hush Puppies team further refined brand positioning, solidifying the gains made through the Classics launch and establishing a branding benchmark true to Hush Puppies values and goals.