Right now, Titus Cycles is running a campaign on Facebook where people design a Titus Tattoo and tell the community of Facebook fans where on their bodies they would put it. Fans vote on which concept they like best and the “winner” is flown to Titus headquarters in Arizona, gets the tattoo (applied by an artist of the company’s choosing) and is awarded a mountain bike worth about $5,500.
It is true that Titus does make one hell of a mountain bike (I actually own one and love it). Some might even say the brand is tattoo-worthy. But this campaign is sophomoric and shows the company doesn’t truly understand either branding or tattoos. Titus makes high-end, high-dollar bikes. While I’m sure there are plenty of potential Titus customers who dig tattoos there are many more who probably don’t. Tattoos just aren’t an integral part of the cycling or mountain biking culture. And, while tattoos are a lot more mainstream than they used to be, they are still pretty edgy.
The problem is, Titus doesn’t come off as a particularly edgy company, nor should it. Titus has actually earned the right to position itself as a premium brand. When a company legitimately can position itself that way, it absolutely should. Obviously someone at Titus understands this nuance because the company’s new
Just because you can, doesn’t mean you should