Page 68 - Ken O Brien

Strategy

The Echelon company developed a unique brand identity that aligned with their target customers' values.

They created a brand name, logo, tagline, and brand personality that emphasized the idea of "athletic excellence"
With their strategic approach to entering the market and their strong brand identity and marketing campaigns,
Echelon would be positioned to become a well-known and respected sportswear brand. They intend to be able to
carve out a niche in the market and achieve success by focusing on quality, innovation, and sustainability.
The company’s intention is to focus on product development and innovation. If success was achieved in the

niche market of weightlifting belts, the company would attempt to expand into a broader product line that would
encompass various sports and activities.

Story:

ECHELON George McCauley had an epiphany: to create a weightlifting belt that would revolutionize the industry with
unparalleled quality and performance for athletes. Driven by his passion for excellence, George poured his heart
and soul into making his dream a reality. Thus, the legendary Echelon company was born, and it would have a
profound impact on the tness industry. The unwavering dedication to performance and craftsmanship that George
instilled in the company has become a core part of Echelon's identity. Today, Echelon's agship product ”The Classic”

has set the standard for what a tness belt should be. Handcrafted in Athlone, Ireland, every belt is made with
painstaking attention to detail by a team of 50 expert craftsmen and women. Echelons belts ensures unparalleled
durability and longevity, with minimized seams for maximum comfort and exibility. The high grade leather used is
of the highest quality, ensuring that the belt can withstand even the most grueling workouts. “The Classic” is an
essential part of the company's DNA and heritage, it is a symbol of the unwavering commitment to excellence and
the pursuit of perfection that de nes Echelon and its products. When you choose an Echelon belt, you're choosing
more than just a tness accessory – you're choosing a legacy of craftsmanship and performance that has stood
the test of time.

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