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CREATING, MAINTAINING and SUSTAINING
BRAND EQUITY
Presented By-
Muhammad Anowar
Akshay Kumar Gurung
Section: Q1526
Lovely Professional University
TOUGH MUDDER
WHAT IS TOUGH MUDDER?
Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of
mud and obstacles.
The obstacles often play on common human fears.
Tough Mudder puts camaraderie over finisher rankings and is not a race but a team
challenge – no winner, no finisher medal and no clock to race against.
We are for anyone who has ever followed their gut, tried to defy gravity, chosen “dare”
over “truth,” taken risks and sought thrills. We are Tough Mudder.
/
HOW THE BRAND GOT STARTED ?
 Designed and created by Will
Dean and Guy Livingstone in 2010.
It all started with a wacky idea,
a $300 website and a $20 Facebook
ad.
The main idea was to create a
disruptive product.
Developed an offline viral product.
Contd.
Partner with national brands.
 A free-beer promo worth $100,000
of sponsorships got started.
Pre-registrations: Participants paid
$100 to $200 entrance fee ahead of
time.
 Tough Mudder started making
money before it even built a single
barbed-wire obstacle.
MAINTAINANCE
Contd.
ONE DAY @TOUGH MUDDER
Kiss The Mud Mud Mile
Contd.
Quagmire Funky Monkey
SUSTAINING THE BRAND
Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging
events , Livingstone, the CEO says he considers the company's sustainable company culture
to be "the most interesting part of what they do.
The company also launched Tough Mudder Ventures to invest in the ideas of staff
members.
The company offers various community building perks, including partnering with
Harvard Business School, a paid gym membership, an iPad, and participation in a
company-wide expedition to somewhere exotic.
Innovative Obstacles: A research team is built to receive public feedback and innovate
obstacles.
Contd.
Unique: One of a kind.
Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like
Mobile Covers, Coffee Mugs, Bands.
Charity: Tough Mudder supports a charity in each territory it holds events (usually
military-affiliated), and encourages participants to raise money to aid veterans.
Current charities supported include Wounded Warrior Project (United States),
Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On
(Australia).
ANY QUERIES ?
THANK YOU

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CREATING, MAINTAINING and SUSTAINING BRAND EQUITY: TOUGH MUDDER

  • 1. CREATING, MAINTAINING and SUSTAINING BRAND EQUITY Presented By- Muhammad Anowar Akshay Kumar Gurung Section: Q1526 Lovely Professional University
  • 3. WHAT IS TOUGH MUDDER? Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of mud and obstacles. The obstacles often play on common human fears. Tough Mudder puts camaraderie over finisher rankings and is not a race but a team challenge – no winner, no finisher medal and no clock to race against. We are for anyone who has ever followed their gut, tried to defy gravity, chosen “dare” over “truth,” taken risks and sought thrills. We are Tough Mudder.
  • 4. /
  • 5. HOW THE BRAND GOT STARTED ?  Designed and created by Will Dean and Guy Livingstone in 2010. It all started with a wacky idea, a $300 website and a $20 Facebook ad. The main idea was to create a disruptive product. Developed an offline viral product.
  • 6. Contd. Partner with national brands.  A free-beer promo worth $100,000 of sponsorships got started. Pre-registrations: Participants paid $100 to $200 entrance fee ahead of time.  Tough Mudder started making money before it even built a single barbed-wire obstacle.
  • 9. ONE DAY @TOUGH MUDDER Kiss The Mud Mud Mile
  • 11. SUSTAINING THE BRAND Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging events , Livingstone, the CEO says he considers the company's sustainable company culture to be "the most interesting part of what they do. The company also launched Tough Mudder Ventures to invest in the ideas of staff members. The company offers various community building perks, including partnering with Harvard Business School, a paid gym membership, an iPad, and participation in a company-wide expedition to somewhere exotic. Innovative Obstacles: A research team is built to receive public feedback and innovate obstacles.
  • 12. Contd. Unique: One of a kind. Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like Mobile Covers, Coffee Mugs, Bands. Charity: Tough Mudder supports a charity in each territory it holds events (usually military-affiliated), and encourages participants to raise money to aid veterans. Current charities supported include Wounded Warrior Project (United States), Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On (Australia).