Is your obsession with quick wins ruining your brand?

It feels like everyone’s chasing the business version of a shiny object: quick wins. Brands are squeezing every last drop out of ad spend, chasing higher ROAS, and running endless A/B tests like it’s the only game in town.

Here’s the problem: when the ads stop, so do the sales.

This obsession with short-term gains is killing your long-term potential. Without an emotional connection to your audience, your business is built on sand.

Even household names can fall into this trap. New Balance, however, got out of it. For 15 consecutive years, they were stuck in a downward spiral, losing sales and cultural relevance because they were too focused on transactional marketing. Their transformation shows how doubling down on brand building and positioning can redefine a business.

From Dad Trainers to Fashion Icons

Fifteen years of selling trainers for dads in Ohio, and it showed. New Balance wasn’t uncool, they just weren’t… well, cool. Practical, durable, and perfect for mowing the lawn, but not exactly runway material. Their reputation (and their sales) were stuck.

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When their new CMO stepped in, he saw the problem immediately: they weren’t connecting with the people shaping trends. New Balance had painted themselves into a corner, marketing almost exclusively to comfort-seeking suburban dads.

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So, he flipped the narrative… and the budget. Instead of putting 70% of their spend into bottom-of-the-funnel sales tactics, he allocated 70% to brand-building activities. The goal? To make New Balance aspirational, without losing their quirky essence and their reputation for quality.

This wasn’t just tweaking the edges; it was a full-blown reinvention.

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It starts with questioning your own assumptions

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Why is this just a sneaker for a dad in Ohio? The answer was simple: because that’s the story they’d been telling. Here’s some of New Balance’s archived adverts from the 80’s. Definitely for Dad, but a runway model? I don’t think so.

Then the challenging bit, repositioning without losing your soul.

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New Balance didn’t chuck out what made them brilliant. They doubled down on it. Craftsmanship and quality weren’t just buzzwords for them - they were the DNA of the brand.

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Their concept of ‘domesticated craft’ has always been central to their story. Whether it’s their Made in US or Made in UK lines, their commitment to local manufacturing and premium quality has set them apart. It wasn’t mass production, it was near-forensic craftsmanship. The kind that makes their trainers some of the most durable and respected in the game.

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And they didn’t throw that away to chase trends. Those values became the foundation of their reinvention, allowing them to step confidently into high-net-worth circles while keeping their roots intact. They stayed true to who they were and used that authenticity to create something aspirational.

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This wasn’t about throwing money at vague ‘awareness’ campaigns either. They had a laser-focused vision: to turn the ‘dad shoe’ into a a universally appealing fashion statement that’s quality-made and ‘good enough’ for influential people.

In another nod to their roots, they reinvented their quirky ‘Runners aren’t normal’ ad, to be more inclusive, more relevant, but still unmistakably New Balance. Watch it here:

This is the original. Spot the difference?

And of course, famously leaning into their history with one of their latest (and one of my favourite ads of all time)

And then they made the BIG moves.

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They formed collaborations that redefined their image, partnering with brands like Loro Piana, Byredo, and the WNBA. These weren’t just partnerships for clout; they were strategic alliances that positioned New Balance within influential communities.

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And the payoff? Those same “dad sneakers” hit the runways. Vogue and InStyle praised them as cultural icons. Supermodels and celebrities turned them into must-haves. Sales didn’t just recover, they soared. Look at these headlines…

"From “Dad” Sneakers To A Miu Miu Collab, A Closer Look At New Balance’s Cult Trainers"
British Vogue

"A supermodel staple and a Scandinavian It-shoe"
Vogue Scandanavia

"I Tried the Dad Sneakers That Supermodels Keep Selling Out, and Now I Get the Hype"
InStyle

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My take?

Question Your Own Story

New Balance asked the hard questions: Why is this just a trainer for a dad in Ohio? The answer was simple: because that’s what their marketing said.

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Look at your brand’s current positioning. Does it truly reflect your potential?

• Identify the communities and demographics that could embrace your brand but aren’t being targeted.

Rebalance Your Marketing Spend

New Balance reallocated their budget to focus on storytelling and culture rather than transactions. They flipped their 70/30 ratio to build brand equity.

• Shift more resources to top-of-funnel campaigns, partnerships, and narratives that resonate emotionally.
• Balance short-term sales tactics with long-term brand building.

Embrace Your Authenticity

New Balance didn’t abandon their quirky vibe - they amplified it, making it relevant to more people while maintaining their quality and craftsmanship.

• Find your brand’s unique traits and double, triple, quadruple down on them.
• Partner with communities or creators who align with your values to tell your story authentically.

Play the Long Game

New Balance endured 18 months of limbo before the results started to show.

• Develop a 12–24-month strategy with clear goals. Building a brand takes time. It’s not a 3-week sprint (trust me, I’ve tried).
• Stay the course, even when the numbers don’t immediately reflect your efforts.

Final Thoughts

Stop obsessing over quick wins. If 70% of your focus is on chasing immediate results, you’re building a house of cards. The moment something changes - a new algorithm, a rising competitor… it all comes crashing down.
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New Balance proved that the long-term game works. It’s not easy, and it’s not instant, but it’s how you create a brand that actually lasts.
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I’m not saying you should stop all short-term tactics overnight. But if you’re not carving out time, budget, and headspace for brand-building, you’re doing your business a disservice.
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I’m Louis, and I run Unearthed - a brand agency for businesses that want to stop firefighting and start building something meaningful.
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‘Brand’ can feel nuanced, layered and complicated. My goal is to make it simple, actionable, and less full of shit.
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This longer-form piece is part of a series of no-nonsense takes on brand strategy. If you liked this, there’s more on the way. If you didn’t, well, you’ve probably learned who not to follow for advice.
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Catch you next time.