Although Jazzercise was founded in 1969, and gained iconic popularity in the 1980’s, their corporate mission of “We create and teach fitness classes that transform your body and your life,” has not changed to this day (“About Us,” n.d.). However, for Jazzercise to convey their story of keeping with the times of fitness trends, they decided in 2015 to refocus their corporate mission to shake the strong association with the 1980’s to continue their success. In the brands refocus efforts; Jazzercise was rebranded by deemphasizing the nostalgic association with the brand. This was accomplished by emphasizing the energy, intensity, and results associated with the present day Jazzercise workout, where women on average remain in classes for seven years; making Jazzercise a lifestyle (“About Us,” n.d.). To convey such associations with the brand, Jazzercise modernized their logo by adopting a sleeker font by dropping the serif font associated with the 80’s, in addition to adding an easily recognizable non-verbal logo, raw advertising images of muscles and sweat, and the incorporation of energetic color combinations such as, yellow, blue, and grey into marketing (M., 2015). …show more content…
Furthermore, advertising incorporated energetic and intense tag lines, acknowledging their strong history, such as “Our only throwback is our right hook,” and “You think you know us, but you don’t (“CBX,” n.d.).” Overall, these efforts define the intensity, inspiration, challenge, and the results of Jazzercise