OnStrategy Showcase: Episode Summary – "On the Spot Ep1: Where Planners Talk About Brands They Never Worked On"

Release Date: March 23, 2025
Host: Fergus O’Carroll
Guests: Vanessa Chin (System One), Michaela Hopkins (Tracksuit), Johnny Korpas (BBDO New York)

Introduction

In the inaugural episode of "Spot On," hosted by Fergus O’Carroll, OnStrategy Showcase explores unconventional perspectives by inviting planners to discuss brands they haven't directly worked on. This fresh approach aims to generate candid insights and creative discourse without the biases of firsthand involvement.

VRBO Campaign Analysis

Brand Positioning and Strategy

Fergus initiates the discussion by highlighting VRBO's unique positioning in the vacation rental market. Unlike Airbnb, VRBO has consistently emphasized the whole home proposition—a strategy that sets it apart but also raises questions about category building versus brand differentiation.

Fergus O’Carroll [06:00]:
"Airbnb has about 80% of its reservations as whole home bookings. Is VRBO's focus on this niche a smart strategy to differentiate in a near-parity category?"

Johnny Korpas [07:53]:
"In cluttered categories, emphasizing even a small point of difference can create significant impact. VRBO's focus on whole homes, combined with unique tonal elements and talent choices, effectively punches above its weight."

Market Awareness and Challenges

Michaela Hopkins delves into VRBO's market presence, revealing impressive awareness metrics but highlighting a stark preference gap compared to Airbnb.

Michaela Hopkins [09:22]:
"VRBO's awareness sits at 60% of the accommodation category, with 150 million people aware. In contrast, Airbnb commands 85% awareness. This disparity limits VRBO's effectiveness in its chosen swim lane."

Johnny acknowledges VRBO's strong regional presence and brand loyalty but questions the long-term sustainability of their focused strategy amidst Airbnb's dominance.

Johnny Korpas [07:53]:
"VRBO is fighting to maintain its identity against a category giant. Their strategy leverages the unique whole home angle, but sustaining this requires continuous innovation and clear brand differentiation."

Creative Execution and Emotional Resonance

Vanessa Chin commends VRBO's emotional storytelling, particularly how their campaigns tap into deep family values and safety.

Vanessa Chin [12:54]:
"VRBO's work taps into emotional tensions, focusing on family safety and privacy. This approach creates a powerful narrative that distinguishes them from Airbnb's more casual and trend-focused campaigns."

Fergus showcases VRBO's "Nick Saban" campaign, which humorously portrays the strictness of the renowned football coach as a host, emphasizing the brand's humor and unique character.

Fergus O’Carroll [18:42]:
"VRBO's Nick Saban spot hilariously illustrates the challenges of sharing a home, elevating humor significantly by leveraging Saban's authoritative persona."

Johnny praises the campaign's cultural resonance and strategic alignment with college football, enhancing brand visibility and emotional connection.

Johnny Korpas [23:32]:
"The Nick Saban spot resonates deeply within the college football fanbase, leveraging his persona to create a memorable and engaging narrative that strengthens VRBO's brand association."

Testing and Brand Attribution

Vanessa highlights the effectiveness of VRBO's campaigns in evoking positive emotions, although brand attribution remains a challenge due to the evolving campaign strategies.

Vanessa Chin [26:45]:
"While VRBO's emotional storytelling scores above category averages, consistent brand attribution is lacking. It's crucial to maintain distinctive brand elements to enhance recognition and preference over time."

Johnny emphasizes the importance of integrating successful campaign elements into a broader brand ecosystem to leverage earned media and sustained engagement.

Johnny Korpas [29:47]:
"VRBO must commit to their successful campaign elements, integrating them into a cohesive brand strategy to capitalize on earned media and build long-term brand equity."

Duluth Trading Company Campaign Analysis

Brand Identity and Market Positioning

Transitioning to Duluth Trading Company, Fergus sets the stage by contrasting them with major competitors like Carhartt and Wrangler. Duluth has carved out a distinct niche by maintaining a strong focus on their core audience—trade professionals—while injecting humor into their branding.

Fergus O’Carroll [30:00]:
"Duluth Trading competes against giants like Carhartt by staying true to their workwear roots, leveraging humor and distinctive branding to connect deeply with their target audience."

Johnny likens Duluth's creative approach to “the Red Bull of workwear,” praising their unique animated style and consistent humor that resonates with their consumers.

Johnny Korpas [31:53]:
"Duluth's animated campaigns are both memorable and effective, capturing their brand's humor and distinctiveness in a way that's rarely seen in the workwear category."

Creative Execution and Distinctive Assets

Michaela Hopkins and Vanessa Chin discuss the strengths of Duluth's creative assets, highlighting their consistent use of illustration and humor to build a relatable and memorable brand image.

Michaela Hopkins [33:13]:
"Duluth's back-of-the-napkin illustration style and humorous tone create a strong, relatable identity that resonates with their core audience of tradespeople."

Vanessa Chin [34:01]:
"Duluth's consistent visual and auditory cues enhance brand recognition and emotional engagement, placing their campaigns in the top tier of effectiveness within the sports and leisure category."

Product Naming and Brand Consistency

Fergus admires Duluth's approach to product naming, noting how it seamlessly integrates with their overall brand identity and humor.

Fergus O’Carroll [38:18]:
"Names like 'Buck Naked Underwear' and 'Funkno Underwear' exemplify how Duluth carries their brand's humor and distinctiveness down to the product level."

Johnny underscores the importance of authentic humor and brand alignment in product nomenclature.

Johnny Korpas [38:53]:
"Duluth's product names embody their brand's personality, reinforcing their identity through every touchpoint and enhancing consumer connection."

Expansion Challenges and Gender Appeal

The conversation shifts to Duluth's challenges in expanding their appeal to women without diluting their established masculine brand identity. Fergus highlights recent attempts to pivot, which have met with mixed results.

Fergus O’Carroll [43:25]:
"Duluth is exploring live-action campaigns to target women's wear, but there's concern over maintaining brand consistency and universal appeal without losing their distinct edge."

Vanessa advises maintaining consistency in core brand elements while exploring new creative avenues to appeal to a broader audience.

Vanessa Chin [45:10]:
"Duluth should stick to their proven humorous and distinctive style while strategically adapting elements to resonate with female audiences, ensuring brand integrity remains intact."

Johnny encourages commitment to the original creative approach, suggesting that initial setbacks should not derail the overall strategy but rather inspire further refinement.

Johnny Korpas [46:18]:
"Duluth must stay committed to their distinct creative approach, finding ways to adapt without losing the authenticity that makes their brand resonate so strongly with their audience."

Final Insights and Conclusions

Fergus O’Carroll wraps up the discussions by reflecting on the delicate balance VRBO and Duluth must maintain between category building and brand differentiation. He emphasizes the importance of sustained commitment to creative strategies that have proven effective while remaining open to refinement and adaptation.

Final Thoughts from Guests:

• Johnny Korpas: Advocates for VRBO to build upon its successful campaigns and urges Duluth to maintain their distinctive humor while exploring new market segments.

• Vanessa Chin: Encourages both brands to leverage their unique creative assets consistently and strategically to enhance brand recognition and emotional connection.

• Michaela Hopkins: Highlights the necessity for both VRBO and Duluth to deepen their brand engagement and explore creative expansions without compromising their core identity.

Key Takeaways

• VRBO's Whole Home Strategy: A focused approach that differentiates VRBO from Airbnb but requires ongoing commitment to brand differentiation and emotional storytelling to sustain market presence.

• Duluth Trading's Distinctive Humor: Effective use of humor and unique visual assets has solidified Duluth's position in the workwear market, with challenges arising in expanding appeal without diluting brand identity.

• Creative Consistency: Both brands benefit from maintaining consistent creative elements that reinforce their identity while strategically adapting to reach broader audiences.

• Commitment to Strategy: Long-term success for both VRBO and Duluth hinges on their ability to stay committed to their proven strategies while remaining adaptable to market shifts and consumer feedback.

This summary encapsulates the in-depth discussions and strategic insights shared by Fergus O’Carroll and his guests on the first episode of "Spot On." For marketers and strategists, the episode offers valuable lessons on brand differentiation, creative execution, and the challenges of expanding brand appeal.