Johnny Vulkan: Awakening Carhartt’s Branded Utility In Detroit
Workshops give people new skills and open up new possibilities in a city bursting with potential, but currently lacking in jobs and funding.
Several years ago PSFK.com wrote the first articles on Branded Utility, a phrase coined over drinks one evening as we looked for a deeper role for client marketing budgets and a way for those dollars to create something fundamentally useful. We’ve seen many examples since then but this weekend we (Anomaly) just did something with a client that we’re all immensely proud of and excited by for its potential.
Carhartt, the Detroit based work wear company produces much loved apparel for workers across America. Their hard wearing clothing enjoys fanatical loyalty especially at a time when work clothes that will last that little bit longer becomes increasingly important. This is isn’t about fashion, this is about function. Agriculture, construction and the workshop floor is where these clothes see out their days and it’s a marketplace too infrequently traveled by the latest marketing thinking.
We’re setting out to change that. Working with Skillshare – the wonderfully generous vision of Michael Karnjanaprakorn – we’ve just run our first round of Carhartt Workshops to give people new skills and open up new possibilities in a city bursting with potential, but currently lacking in jobs and funding. This weekend’s free classes covered urban gardening, building with reclaimed materials and the importance and power of urban art in the community. The next classes will run on the 27th and you can sign up here www.skillshare.com/
For Carhartt, it is the company living up to their work ethic and mantra of ‘Carhartt works for you’. They’re helping create and support their market by rolling up their sleeves and helping to build what’s next. For Detroit its engaging the men and women who are giving energy to make things of value. It’s the concept of building and creating what will hopefully become the next powerful chapter in Detroit’s journey.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.