U.S. Polo Assn.

THE CHALLENGE

With licensees across the globe, it was every man, woman and polo-wearing child for themselves. Countless licensees were brazenly flouting brand guidelines with their "unique" ideas of what it meant to be an American Classic. The results were anything but American, or Classic. But our job was more than to simply reign in the rogue licensees. Instead of building animosity via a slap on the wrist, our goal was to create a plethora of compelling reasons to be brand compliant.

THE INSIGHT

The United States Polo Association, USPA, is the very origin of organized polo in America. USPA not only defined the king of sports, it helped define classic American style in all its James Deanian cool glory, then, now and always.

THE SOLUTION

Show the licensees they’re part of a proud tradition, part of a storied tradition. Rally them to the cause, thereby ensuring global unity, compliance and loyalty. How? By creating an anthemic brand video that both defined Classic American style and also placed USPA squarely at the center of this iconic fashion and lifestyle category – a style that has outlasted trend after trend, decade after decade. By simultaneously publishing an epic brand guidelines book that became an instant collector item among licensees around the globe.

THE RESULT

A standing ovation at The Licensing Expo by hundreds of USPA attendees (and a non-compliant viral sendup via iPhones). The result after the Expo? Increased global compliance by 42%. Increased enthusiasm to be an American Classic? 100%!