New Balance realised that their latest updated strapline, 'Always In Beta' was not landing with their core audience. The confusion in the audience was leading to just a rational response. They needed to create an emotional response where people could feel what beta means to them (and internally to the organisation).
We're not here to explain beta, we want people to feel beta.
Create a communications platform called Beat Predictability by owning their position as a challenger brand to the top three of Nike, Adidas & Puma. Make Beat Predictability all about mindset so people can feel what beta means to them. Be happy being outside the establishment, proud to be different and doing things on your own terms.