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Branding is the Foundation For All Marketing
The power of marketing is incredible. Not only is it essential to every brand, it’s the foundation which drives company revenue. The old adage “nothing happens until something is sold” is 100% true, and branding is all about selling yourself, your company, service, or product.
SoulCycle is not an unknown brand. In fact, it’s one of the most iconic immersive and full-body workouts in the country. Their story of fame, success, struggles and rebirth is one I found interesting, especially when trying to understand how their branding adapted through the challenges.
Their story is one about two entrepreneurial women who capitalized on a growing demand in a small niche market. They went from a start-up to astronomical fame, being acquired by Equinox, expanding rapidly across the country, failing an attempt to go public, and losing much of what made them successful in the first place – their brand.
But, like most successful stories, failure is life’s best instructor. It teaches us valuable lessons that can help revitalize and regain what was lost. That’s exactly what SoulCycle did. It’s quite an incredible tale of success and endurance. If you’d like to read more about it, check this old article out from Vox.
If you read enough stories about successful people or businesses, they most certainly never got to the top alone. They did it with a team of people surrounding them, encouraging them and helping them reach their goal.
In this story, I believe that much of their success can be attributed not only to SoulCycle’s tenacity to win, or their eclectic, high-demand, celebrity instructor workouts, but also because of the incredible team that surrounds them.

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Success is never achieved alone

 

 

Their agency of record, VCCP has taken the reins of their advertising, campaigns, and branding initiatives. And believe me, they’ve done one heck of a job.

As all in-person workout concepts did during the pandemic, SoulCycle struggled. But with the pandemic in the rearview mirror and with the help of VCCP, SoulCycle is back and has been doubling down on their commitment to their belief in community and people. They believe in standing behind the pursuit of pleasure, happiness, elation and connection in all its forms and they’re committed to helping people get back out in the world again. And this is where the magic happens…

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