CREATING, MAINTAINING and SUSTAINING BRAND EQUITY

Presented By-Muhammad Anowar

Akshay Kumar GurungSection: 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).

ANY QUERIES ?

THANK YOU