The Final New Balance Opinion

The five week branding experiment is over. Here's my final opinion on my New Balance experience...

I've enjoyed being an 'opinion former' - getting a free pair of NBs in return for some rambling blogs seems a fair deal! It was interesting to take a closer look at some of the brands mentioned and to consider how they interact with people to sell their wares. It's a fascinating subject matter and the arena in which I work so all the more interesting for it. It's also been a good introduction to the New Balance brand - they are not a brand I was really familiar with, and so far their advertising has completely passed me by, so without this experiment they'd still be off my radar.

As for the boots themselves, I've worn them nearly every day since they arrived and on close inspection there's been minimal wear to the soles, minor creasing on the leather upper and no damage or failure in the construction. They've received a few favourable comments, are a perfect fit, very comfortable, don't squeak even on shiny floors, have really good grip on rough terrain, and I can walk for miles in them without any discomfort.

Suffice it to say, I will continue wearing the NBs for the foreseeable future. A major test will be their longevity - I'd expect a pair of boots in this price bracket to last about a year. My last pair of Timberland Earthkeepers, in a higher price bracket (but waterproof), went through the sole in just under a year so if they match that I will be impressed. As for style, they're just right for me - rugged without looking too serious, not 'showy' and not too young to make me look a pillock (I hope). Will definitely choose them for next trip abroad - they seem perfect for travel as are also lightweight and breathe pretty well (ie they're not humming yet).

I will definitely consider New Balance in the future - although don't ever recall seeing them on sale in any local retailers, but having already got a pair I now know the right size for my feet so can buy online in confidence.

Have I disliked anything about the project.... nope.

Thanks to 'the team' and to New Balance.

Inamo Interactive Dining

Took a trip to London town for a full street test of the NBs, taking in a bit of culture with a couple of galleries and shooting some street photography along the way. The New Balance boots were satisfyingly comfortable from beginning to end - no soreness, no sweating - perfect.

The highlight of the day was a visit to Inamo Restaurant in Soho. Inamo is different to your usual eatery in that the ordering is done entirely via an interactive display projected on to the table top and controlled via a track pad in the corner of the table. It's similar to the technology behind the Adidas All In Show video, with data being projected on to a surface - but the interactive element makes this all the more engaging.

It was a genuinely enjoyable and novel experience, and one that doesn't stop at the food - once ordered and waiting for it to arrive (and it arrives, well - in a mo), you could indulge in a few table top games like Battleships - and even watch a live video feed of your order being cooked in the kitchen!

You'd think that with all this novelty factoring going on the food would be the thing to let it all down - but not so. It is absolutely superb - ultra fresh, wonderful flavours and spot on presentation.

Take a look...

Vibram

Having bought Timberland boots for years, I know that Vibram soles are superb quality. Unfortunately Timberland don't use them on some of their boots now, as has already been mentioned, and the ones without the Vibram label wear out in months - whereas all my old boots with Vibram soles just keep going - usually until the upper has had it. I've actually had a pair of Timberland Earthkeepers, which are amazingly comfortable, re-soled with Vibrams, after the cheap originals wore right through. You can hardly call them EarthKeepers if they wear out quicker than their other boots and end up in landfill! Anyway, I see that Vibram have launched a new running shoe - but while I'm not convinced about the look of these, the website is very interesting indeed...

The New Vibram FIve Fingers

Adidas Are All In... and it's all good.

Just seen this. All new Adidas ad. Clearly cost a few bob but some of the filming and camera angles are very special... not to mention the celebrity count - and the strapline... bingo. It's so right.

 

And, just in, this - The Adidas All Show... pretty amazing too... I do love a bit of technical wizardry....

Business

Just had a lengthy brainstorming meeting with a client team, and someone mentioned my New Balance boots - saying they'd noticed them on me and that they thought they were 'looking good'.

Conversation switched to NB and lots of positive comments came out, including an admission from one client that he's just bought a pair of NBs.

The NB brand appeal has moved up a notch.

Best Ad

I used to own a few pairs of Reebok hi-tops, way back when - haven't bought anything since but this ad has always stayed with me. Just brilliant. The creatives, and the clients who approved it, should be knighted for their bravery.

Still makes me laugh...

More brandage

Honda, now there's a name I've always been fond of. From an early age I always liked Honda motorcycles. My mates brother and all his mates had Honda TL125 trials bikes and I thought they were the nuts. And I always loved the CR motocrosser and XR trail bike - had posters of them on my wall. So as soon as I was able I bought a TL, which I even rode on the streets of London in my early twenties. After moving out of the city I passed my bike test and got a Honda Dominator NX650, a big single cylinder thumper, and I loved it, but it was no good for the city commute and ended up with a beautiful VFR800.
Honda always felt like the quality option when it came to bikes - built to last, bullet proof. The cars had the same reputation but were a bit fuddy duddy, with the exception of the NSX sports car. Then along came the S2000, which I saw at a motor show launch, and everyone in the know raved about it. Honda engines are stuff of legend and many a time I'd hear that not one V-TEC engine had ever blown and while it impressed me I never bought a Honda car. But, long after I'd had my last Honda bike, and kids had taken a preference over wreckless petrolhead behaviour, my brother said he was getting a sports car for the summer and was looking at either an old Boxster or an MX5. I told him to consider the S2000 - he hadn't even heard of one. But a few days later he called to say he'd googled it for hours and was convinced it was the car for him and bought one - on my recommendation. Thankfully he loved it.

And one of the best ads ever... the Honda 'Dream the Impossible Dream' ad. There's nothing like exploiting your heritage, especially when it's this good...

Snapshots

A couple of shots to add to the blog.

Here's me with a catch while flyfishing. Paul Smith t-shirt, Levi denim.

And here's me in the studio testing a lighting rig for a photoshoot. Got the NBs on, with Stone Island Jet Pants, and Fat Face long T.

Tooled Up

Thought I'd get the power tools out at the weekend. Got a handrail in my barn that was never built and have had the oak with which to make it lying around for far too long, so I got a full array of toolage out and started measuring up. Choice of footwear for the task - the New Balance. Lots of lifting, measuring, wittling and running up and down stairs so good time to check out their durability and flexibility.

Here's me with the power planer and a nice lump of oak, and the NBs keeping me steady.

Quick break for a bike ride (with the hand built Klein - ultra lightweight and now a collectors item!)

...And finish the day watching the footie (ManU v Arse) in the play room. I know... it's another collectors' item....  a 20 year old Sony Trinitron Black. The kids hog the main tv (Sony lcd) room, especially when there's footie on, so I get relegated to the 20ppi screen, but it's still going strong, as are the NB - check 'em out, not a mark on them.

Footie

I play 5-a-side once a week with a bunch of footie obsessed lads from all walks of life. I did a quick straw poll last week, asking first who'd heard of the New Balance brand to which the answer was 7 out of 9, and then what they thought of my boots (which I didn't wear to play footie as they are definitely not the right style), and after much inevitable piss taking and enquiries about getting paid for their opinion etc, the eventual reaction was a positive one. Whether or not they will rush out and buy a pair is unknown (unlikely imo) but there are now 9 blokes out there who have been introduced to the NB H710BG!

I also discussed the NB with some other mates and business colleagues, and all had heard of the brand but mostly the initial reaction was 'Oh they make running shoes don't they?' which pigeon holes the brand spectrum but at least there's a recognition that's in the right arena. One owned a pair of NB trainers but complained they were uncomfortable, although he really liked the look of mine, so, having the same size feet, he tried them on and was mightily impressed. There could be an NB sale on the cards.

Questions...and answers.

1.) What would be your ideal 3 course meal?

Seared Scallops, Slow roast leg of lamb, Creme Brulée

2.) What do you like to do in your spare time?

Drink Rioja, play video games (partial to a spot of Guitar Hero III on the Wii), listen to music, watch films and footie, diy, gardening.

3.) Where would you go for a weekend away and who with?
Long weekend skiing in the Alps with the lads!

4.) What are your top 3 destinations you've been to and why?
Belize: scuba diving in the morning, and exploring Mayan ruins in the rainforest in the afternoon. Staying at Francis Ford Coppola's Blancaneux Lodge was also a very cool part of the trip - the room fans in the bar were used in the filming of Apocalypse Now;
New York, USA: has it all - culture, spaces, architecture and action;
Courcheval, France: great skiing.

5.) What brand campaigns can you think of that have recently interested you? If so, what were they and why?
Carlsberg 'If Carlsberg...' great creative.
Guinness - 'Good things come to those who wait' - great execution (but clearly very costly). Blimey, it's all booze.... urm, ...
Audi R8 Spyder, 'Mirror, Signal, Outmanouvre', fantastic ad and strapline for one of the most desirable of cars.
Apple iPad or iPhone. Just marvel at the innovation and technology.

6.) What is the most effective way you would be drawn towards a brand? ie- Online; via social media, email, blogs. Or offline; print, editorial, advertisement. TV, bill boards etc.
Good creative, in any media, would appeal, but it is so rare these days. I think TV still has the most impact for me, but a good viral can beat all.

7.) Give a few examples of the brands of clothing you wear.
Stone Island, Paul Smith, Levi's, Superdry, Calvin Klein, Armani, Timberland,

8.) Give a few examples of the brands and style of footwear you wear.
Adidas (Superstars), Nike (Air Max90 and Nike5 Lunar Gato football trainers), Timberland Earthkeepers,

9.) Who influences you and why? ie-famous or celebrity
Nadav Kander, photographer, love his work; Henri Cartier Bresson, same; Banksy, for his wit, irony, and for playing the art game so well. And his work, of course (ironically, one of my favourites is a blank billboard with the words "The joy of not being sold anything" written on it. Resonates well with me - all this advertising can really get on your bloody tits sometimes.

10.) What sort of outdoors activities do you do? ie-walking, any sport
Walking, hiking, jogging, cycling, fly fishing, motorcycling, gardening.

Brand Appeal

What draws me into a brand? Well, quality, reliability, and style, usually, and sometimes value for money. Things have to perform well for me to be convinced.

Eg. What appeals to me about Apple computers? Functionality, ease of use, quality, and innovation. Just look at the iPod - I marvelled over that thing for many months, and I still do with the iPhone - two revolutionary gadgets, real life changers.

I recently had to choose between Canon and Nikon for pro photography gear. After much weighing up of the options I switched brand from Nikon to Canon. I loved the quality of Nikon gear - feels like it's the premium brand of the two when in the hand, but ultimately function won over form. All the pro photographers I know used Canon, and this also affected my decision - if I had a question about kit then I could ask any of them if I owned the same brand. And Canon were running away with innovation (and still are) - and when they launched the 5D MkII it was light years ahead of anything else.

Other brands that I've bought into... Bose, expensive but make amazingly good quality sounds. Drawn into purcase after listening to one just once.

Audi - always loved the Quattro four wheel drive. When the new A4 Quattro was launched it took part in the British Touring Car championship and whitewashed the opposition - so much so that the organisers gave them huge weight penalties to make it 'fairer'. It was an amazing advert for the Quattro system - and convinced me completely. I've bought four Audis with Quattro, which says it all. But it's also the style as well as the engineering - for me they get it just right. Vorsprung Durch Technik - now there's a strapline. Brilliant. None of that pathetic 'does what it says on the tin' approach - it makes you think, makes you wonder... draws you in. Makes me feel that it's appealing to a smarter crowd, which I quite like.

Prior to starting a family I thought I'd quench my petrolhead thirst and get a sports car. I had a local-ish Porsche dealer that I drove past frequently and the yearning grew and grew. At the time I was also working with a photographer (shooting cars - German ones) who had a Porsche passion, racing when he could, and he convinced me that the brand was what I was looking for. I took a test drive in a 911 Carrera 4 Targa (there's the 4 wheel drive again). It was spring, the weather was perfect, the roof was off. As soon as I drove off the forecourt I knew it was right. It wasn't new - far from it, but that was part of the appeal - it was like a go-kart, with all the subtle smells of oil, exhaust fumes and leather, and when the missus, who was really not initially keen on getting a showy car, also came back on a high after her turn at the wheel, that was it. It was red, shiny, went like a bloody rocket, and mine.

Timberland. The quality did it for me. Slightly fuddy, middle-age-appeal outdoor gear, but I've always enjoyed the outdoor life and, having bought cheap crap that lasted 5 minutes, I learnt that sometimes it pays to buy quality. I must have bought 10 pairs of boots over the years, and still own them all (although some are worn out and I can't find anyone to resurrect them). Most of the boots and some of the clothes appeal (particularly in black) but some of their attempts at trendy make me shudder (turn down boots etc). Bought a black hooded bomber style jacket in December.

Advertising rarely works for me when it comes to buying into brands. Maybe it's because I work in the business and am very cynical, and bad advertising can make me very anti that brand, but I like to hear recommendations from people I respect, or do research to be convinced that a brand is right.

Reading Matter

Last 10 books...

Presently reading Jo Nesbø, The Devil's Star

Prior to that...

Bill Bryson, At Home (audiobook on iPhone)
Khaled Hosseini, The Kite Runner
John O'Farrell, An Utterly Impartial History of Britain
David Nicholls, The Understudy
David Nicholls, One Day
Sebastian Faulks, A Week in December
Steig Larsson, The Girl Who Kicked the Hornets' Nest
Steig Larsson, The Girl Played With Fire
Steig Larsson, The Girl With the Dragon Tattoo

Outside With Dog

Here's me, the house, the dog - and the New Balance boots.

About the House

What's in the fridge? Well, take a look... lot's of stuff from Sainsbury's and eggs from the neighbour's chickens.

And the rest of the kitchen...

 

And here's the sitting room. Bit of a mess but well lived in...