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i had a dream

Brooks, the running shoe company, has created a delightful little video, “Dream.”

They describe it as capturing “the fantasy of the perfect run.”  Animation and a sing-songy ditty by Anita Robinson (of Viva Voce fame) make the video uplifting and fun.

It’s a lighthearted, positive message about running — providing a sharp contrast to more intense, athletically oriented communications from other running shoe companies.  As a result, Brooks is carving out a unique space in a highly competitive landscape.

Earlier this year I had the pleasure of hearing Jim Weber, Brooks’s President, speak about the company’s efforts to raise brand awareness among runners outside their core customer base.  He talked about their mission to inspire people all kinds of people to run and be active.  “Dream” seems a great move toward fulfilling those goals, since it should have great resonance with women.

Plus, thanks to a partnership with the Fred Hutchinson Cancer Research Center, Brooks will donate 5 cents to breast cancer research for every view of the “Dream” video through December 21, 2008 — a great foundation on which to build a relationship with its new customers.

Kudos, Brooks.

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