Innovation. Ideas. Insight.

The (Sports Marketing) World Is Flat: Ugly Stik

In Insight on September 30, 2008 at 11:01 am
Ugly Stik bends over backwards to please the die hard angler

Ugly Stik bends over backwards to please the die hard angler

Great story on Brand Channel about fishing rod manufacturer Shakespeare and their iconic Ugly Stik fishing rod. Here’s the money quote:

Essentially, this is the foundation of Ugly Stik’s success: It delivers an exceptional product, at a reasonable cost, to those who are looking for just such a product and doesn’t waste its time with those who are not. This humble strategy has made Ugly Stik the bestselling rod on the market today.

The lesson: Make an exceptional product that delivers for die hards and you can eventually become a market leader with tremendous brand loyalty.

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