Following our new philosophy, we are expanding our reach to target more people who have a need for health and wellness in their lives." (RedNova website, 2004)
C. Point of difference - The crux of the brand's functional attributes or expertise e.g., what is the brand uniquely good at?)
The Bally Total Fitness campaign has a unique way of reaching consumers through down-to-earth advertisements. Furthermore, their unique combination of Dynamic Personal Training and Rapid Results Diet System and the new weight management program are all utilized in the creation of an individualized fitness regimen. In another customer-centric effort Red Nova reports that "Bally's in-house creative shop, RocketScience created the "Your Bally" campaign. RocketScience collaborated with Grupo Gallegos, a Long Beach, CA-based advertising agency, to develop the Spanish-language spots."(Red Nova website, 2004) The debut of the "Your Bally" campaign was December 26. Featured are four television advertisements, three in English and one in Spanish. All focus on health and fitness concerns of various consumers. Approaching customers through common every day matters such as dress size and junk food in the grocery cart and even a man struggling to fasten his pants after weight gain incorporated as the solution by Bally is both nutrition and exercise. (Red Nova, 2004)
II. Extended Identity
Personality -- the core of the brand personality.
The core of Bally Total Fitness in relation to the core of the brand personality is the 'total' scope of individual fitness.
Brand positioning - The unique position in the consumer's mind, based on differentiation vs. other brands in a defined competitive frame of reference.
While other fitness service company's may offer fitness comprehensively, the 'total' fitness claims of Bally are taken quite literally by consumers. Bally has positioned its brand...
The NFC Web site is out of date (offering February deals in April) and when a user clicks on "FAQS" a box comes up, "Coming soon!" The NFC doesn't say how many facilities it has, and seems to be hyping its invitation: "…Come in today, you won't regret it!" The NFC claims its facilities "surpass our competitors" -- but how? Conclusion / Recommendations for Bally. If Bally was really interested
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