background
At metaphor we recognized Rocco’s natural charm and charisma immediately. We realized that his strengths were well-suited for a career far beyond fitness. We proclaimed Rocco as the illegitimate lovechild of Richard Simmons, Anthony Robbins and Tony Soprano. He was a perfect candidate for metaphor’s Community Experience Development Brand Renewal process. We start with CULTIVATE and that requires us to look at the brand holistically in order to identify roles within the community.
challenge
With Rocco Castellano it was particularly important to identify his reach prior to any implementation. His boundless energy was an asset, as well as a liability and certainly required thoughtful strategy and consistent management. Upon initiating the complete Brand Audit we identified a position that was “Confronting Truth for Lifestyle Transformations.” This position addressed a delivery that defied the traditional limitations of a fitness expert.
metaphor’s solution
The Brand Community Mantra session proved to be the most valuable exercise (as is often the case). We identified an essence that is “Passionate,” a character that is “Liberating,” and an identity that is pure “Entertainment.” Passionate Liberating Entertainment has been the measurement device for the creative content. Rocco is at once hilariously funny and deadpan serious.
After identifying the parent brand of askROCCO Media and then developing the brick and mortar system for ROCCO’s Urban Workout Headquarters in Tribeca, New York we were able to quickly coordinate a companion collateral system. Next we identified product lines including the “Winning Image: Lifestyle Success Kit” perfect for the target community. The tagline “Attitude is Everything” was developed to be inspirational and confrontational at the same time. Rocco’s frustration with America’s laziness makes him the perfect Attitude Adjustor for people who want to look and feel better about themselves. It all begins and ends with their attitude. Without the right attitude they will never practice the necessary discipline required to reach their goals.
