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Brandonomics from Savage - Troy Pike

Troy Pike

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Does your brand reflect your core asset? Robin Tooms discusses brand strategy within the uniform business with Troy Pike, CEO, Parker School Uniforms.

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Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, Vice President of Strategy at Savage Brands, and my guest again is Troy Pike, CEO at Parker School Uniforms. So, Troy, welcome back.

Troy: Hi, Robin.

Robin: We've talked some before about the brand strategy around Parker itself as a company, but when you think about your core, which is kind of having a child in a well-fit uniform on the first day of school, it's an interesting mission. I want to know more about how you build upon that for some of the other markets you're entering into.

Troy: Well, the core asset we have is the ability to make very consistent, high-quality apparel products and to customize those for almost any purpose. So when you look at that asset, you know, of being able to do that very well, the capability that we have, spreading that into things like the corporate market, team market, or spiritware markets is relatively easy. So we really are building on that core proposition.

Robin: So when you talk about those messages around kind of service and quality and consistency, you still have to convey those, but how are you getting that message out there?

Troy: Our best advertisement is on the playground every day. You can see uniforms on the school grounds that are multi-years old that red is still red and as red as it was two years ago, and that's the type of quality that we bring to market. And being able to provide crisp, consistent products that whether you're at Chase Bank in Houston or Chase Bank in California, you would look the same.

Robin: And that's important.

Troy: Yes, it is.

Robin: Well thank you for sharing that, Troy. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

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