Complacency Strikes Out
“We had grown complacent,” said Bob Hillerich, part of the fifth generation of baseball bat makers at Hillerich & Bradsby. His “good
old bat” – the famed Louisville Slugger – had been passed by as competitors introduced technological advances. The company set out to reinvent the product’s quality and character, and it doubled down on identity and marketing. A
new logo was developed by Interbrand, which also handled brand voice and naming strategy for the brand refresh. A social media campaign invites players, coaches, organizations, retail partners and fans are invited to tell their stories about how
the sport and brand has left an indelible mark on them. The “Leave Your Mark” social campaign appears on the website plus Facebook, Twitter,
Instagram, Vine and YouTube channels, with the new logo as a key story uniting those social platforms.
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