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Anyone who knows hockey recognizes the name CCM. It's one of the most trusted brands of equipment, with a storied history going back to the origins of the game. However, therein lies the challenge.
The critical marketing issue was how to prevent this traditional name from looking old and tired with today's players, especially with major new muscle invading the market. Therefore, keeping the CCM brand as relevant today as it has been in the past was set as a key objective. Not too long ago, Nike bought CCM's main competitor, Bauer, and Nike has also entered the market with hockey products bearing the famous swoosh.
Another factor is that Canada's game itself has changed over the years. Today the emphasis, especially at the junior level, is less on finesse and more on the physical, so the very values that CCM stands for are more open to question-values like team spirit, intelligence and playmaking, which seem almost quaint in this day and age. The key task was therefore how to update the brand and make...