Ep. 86 - Behind the Brand with Justin Brand's Taylor Morton
A graduate from the University of Mississippi with a Bachelors of Science in Integrated Marketing Communications, Taylor Morton started a job just four days post graduation at Justin Brands, Incorporated. Growing through the company into her current role as the marketing manager, Taylor gets to work with some of the coolest people like country stars Reba McEntire and George Strait, as well as manage content shoots, campaigns, and more!
Attending the University of Mississippi
Born and raised in the heart and center of Fort Worth, Texas, Taylor had always been around the western industry but had never really been immersed in it. While going to local rodeos, she was never a part of FFA or anything like that. Just a block down the road from her high school, TCU seemed like the obvious choice, as it had been for the rest of her family, but she started to look at different schools around the country.
The most important aspect to Taylor was a school with a “big football field around it,” meaning that it was a small campus but had a huge impact into the community. That school was the University of Mississippi and, while being in the south, it was very different from where she grew up in Texas.
"My official major is a Bachelor of Science in Integrated Marketing Communications with a minor in business administration with an emphasis in PR, which is a really, really big mouthful to say marketing through the journalism school,” says Taylor with a laugh. Knowing that marketing and communications was always what she was destined for. Marketing in the business school became very numbers heavy for her, and she missed the storytelling aspect, and after her advisor did just that, advised her, to check out the journalism school and that led to the creative side of marketing.
Once a Marketer - Always a Marketer
“You’re constantly in marketing mode … it doesn’t matter … I was at my cousin’s Little League game and I was like, ‘We could do this and put a sponsor here!’” Once the marketing hat is on, no matter what event you’re at or thing you’re reading, your marketing brain is always inputing information.
Getting A Job Immediately Following Graduation
“I got the job four days after I graduated - I actually graduated without a job… was freaking out that I would never have a job ever, and I was very grateful for the job,” says Taylor who, as she approached graduation, wasn’t quite sure where she wanted to go. Considering Nashville and the entertainment industry, Dallas and Fort Worth -where her family was.
One of the most important aspects was to not just sit at a desk 9-5, to be able to get out of the office and be a part of a community. That was exactly what Justin offered - not just cranking reports and numbers all day.
Meet Justin Boots; The Brand
Founded in 1879 in Spanish Forks, Utah, by H.J. Justin and moved them first to Nocona and then to Fort Worth, Texas, in 1949. In fact, Taylor’s office is in the original Fort Worth building meaning she has a plethora of content to draw from on the daily. This gives them great access to the rodeo, country music, and western worlds. Involved with the PRCA, WPRA, AQHA, Texas FFA, and so many other important western associations, they also have the Justin Cowboy Crisis Fund and Justin Sports Medicine Team.
“It means a ton [to have the Justin Sports Medicine team]… founded in 1949 … if you are going to rodeo, you are going to hurt, it’s not if, it’s when and how bad,” says Taylor. Providing service to over 135 PRCA rodeos a year, they make a huge impact for rodeo athletes. Not only do they have their own staff, but they also have contract workers as well that assist.
Founded in 1879 in Spanish Forks, Utah, by H.J. Justin and moved them first to Nocona and then to Fort Worth, Texas, in 1949. In fact, Taylor’s office is in the original Fort Worth building meaning she has a plethora of content to draw from on the daily. This gives them great access to the rodeo, country music, and western worlds. Involved with the PRCA, WPRA, AQHA, Texas FFA, and so many other important western associations, they also have the Justin Cowboy Crisis Fund and Justin Sports Medicine Team.
“It means a ton [to have the Justin Sports Medicine team]… founded in 1949 … if you are going to rodeo, you are going to hurt, it’s not if, it’s when and how bad,” says Taylor. Providing service to over 135 PRCA rodeos a year, they make a huge impact for rodeo athletes. Not only do they have their own staff, but they also have contract workers as well that assist.
Day-To-Day Schedule
“One of the things I love the most about my job is that it never looks the same.. I can walk in to my desk and sit down and have no idea what is going to get thrown at me,” says Taylor with a laugh. From working on her computer to going to meetings and local events, it’s a great way for Taylor to build content and ideas. Marketing, Products and Sales are the three aspects of Justin Brands and so the meetings include all three pillars coming together to see how they can best serve their target audiences.
Favorite Marketing Tactics
April saw the launch of the Justin partnership with The Cowboy Channel for both the brand overall as well as the individual retailers. They are also working on projects called “Behind the Brand,” that focus on the stories behind the people on ranches through actual cattle ranch branding.
Story telling is another strategy that has worked well for most brands with a focus on their giveback initiatives, the people behind those initiatives, and the rodeo athletes. Speaking of athletes, Justin has a robust roster between Tony Lama and Justin Boots.
“One thing that is really important to us is that the people that wear the Justin patch have character in and out of the arena, and that integrity,” says Taylor. “The Justin Brand was founded on family … family has always been incredibly important to us. Everyone who works at Justin is family - even when I send out company emails, I say ‘Justin Family.’”
Many employees work for as long as 45-50 years and the athletes play right into that and they treat them like a family with the hopes and expectations that they do so as well.
Founded in 1879 in Spanish Forks, Utah, by H.J. Justin and moved them first to Nocona and then to Fort Worth, Texas, in 1949. In fact, Taylor’s office is in the original Fort Worth building meaning she has a plethora of content to draw from on the daily. This gives them great access to the rodeo, country music, and western worlds. Involved with the PRCA, WPRA, AQHA, Texas FFA, and so many other important western associations, they also have the Justin Cowboy Crisis Fund and Justin Sports Medicine Team.
“It means a ton [to have the Justin Sports Medicine team]… founded in 1949 … if you are going to rodeo, you are going to hurt, it’s not if, it’s when and how bad,” says Taylor. Providing service to over 135 PRCA rodeos a year, they make a huge impact for rodeo athletes. Not only do they have their own staff, but they also have contract workers as well that assist.
Day-To-Day Schedule
“One of the things I love the most about my job is that it never looks the same.. I can walk in to my desk and sit down and have no idea what is going to get thrown at me,” says Taylor with a laugh. From working on her computer to going to meetings and local events, it’s a great way for Taylor to build content and ideas. Marketing, Products and Sales are the three aspects of Justin Brands and so the meetings include all three pillars coming together to see how they can best serve their target audiences.
Favorite Marketing Tactics
April saw the launch of the Justin partnership with The Cowboy Channel for both the brand overall as well as the individual retailers. They are also working on projects called “Behind the Brand,” that focus on the stories behind the people on ranches through actual cattle ranch branding.
Story telling is another strategy that has worked well for most brands with a focus on their giveback initiatives, the people behind those initiatives, and the rodeo athletes. Speaking of athletes, Justin has a robust roster between Tony Lama and Justin Boots.
“One thing that is really important to us is that the people that wear the Justin patch have character in and out of the arena, and that integrity,” says Taylor. “The Justin Brand was founded on family … family has always been incredibly important to us. Everyone who works at Justin is family - even when I send out company emails, I say ‘Justin Family.’”
Many employees work for as long as 45-50 years and the athletes play right into that and they treat them like a family with the hopes and expectations that they do so as well.
Breaking Down the Different Heritage Brands
Justin is the every man’s brand for the average person with average means to wear Justin. They spend blood, sweat and tears, working sun up to sun down. If you are thinking in terms of a baseball arena, Justin would have a reserved seat somewhere - not the best seat in the house, but they have worked hard for their seat.
Tony Lama is a little more elevated with higher quality materials and more exotics. In the arena they would be suite’s or best seats in the house.
Nocona is more price point so they do more imported products focusing on the 18-25 year old consumer that probably doesn’t have $300 to spend on a pair of boots for their first country concert. In the arena, Nocona is tailgating in the parking lot.
Founded in 1879 in Spanish Forks, Utah, by H.J. Justin and moved them first to Nocona and then to Fort Worth, Texas, in 1949. In fact, Taylor’s office is in the original Fort Worth building meaning she has a plethora of content to draw from on the daily. This gives them great access to the rodeo, country music, and western worlds. Involved with the PRCA, WPRA, AQHA, Texas FFA, and so many other important western associations, they also have the Justin Cowboy Crisis Fund and Justin Sports Medicine Team.
“It means a ton [to have the Justin Sports Medicine team]… founded in 1949 … if you are going to rodeo, you are going to hurt, it’s not if, it’s when and how bad,” says Taylor. Providing service to over 135 PRCA rodeos a year, they make a huge impact for rodeo athletes. Not only do they have their own staff, but they also have contract workers as well that assist.
Day-To-Day Schedule
“One of the things I love the most about my job is that it never looks the same.. I can walk in to my desk and sit down and have no idea what is going to get thrown at me,” says Taylor with a laugh. From working on her computer to going to meetings and local events, it’s a great way for Taylor to build content and ideas. Marketing, Products and Sales are the three aspects of Justin Brands and so the meetings include all three pillars coming together to see how they can best serve their target audiences.
Favorite Marketing Tactics
April saw the launch of the Justin partnership with The Cowboy Channel for both the brand overall as well as the individual retailers. They are also working on projects called “Behind the Brand,” that focus on the stories behind the people on ranches through actual cattle ranch branding.
Story telling is another strategy that has worked well for most brands with a focus on their giveback initiatives, the people behind those initiatives, and the rodeo athletes. Speaking of athletes, Justin has a robust roster between Tony Lama and Justin Boots.
“One thing that is really important to us is that the people that wear the Justin patch have character in and out of the arena, and that integrity,” says Taylor. “The Justin Brand was founded on family … family has always been incredibly important to us. Everyone who works at Justin is family - even when I send out company emails, I say ‘Justin Family.’”
Many employees work for as long as 45-50 years and the athletes play right into that and they treat them like a family with the hopes and expectations that they do so as well.
Breaking Down the Different Heritage Brands
Justin is the every man’s brand for the average person with average means to wear Justin. They spend blood, sweat and tears, working sun up to sun down. If you are thinking in terms of a baseball arena, Justin would have a reserved seat somewhere - not the best seat in the house, but they have worked hard for their seat.
Tony Lama is a little more elevated with higher quality materials and more exotics. In the arena they would be suite’s or best seats in the house.
Nocona is more price point so they do more imported products focusing on the 18-25 year old consumer that probably doesn’t have $300 to spend on a pair of boots for their first country concert. In the arena, Nocona is tailgating in the parking lot.
COVID-19 Impacts
“I actually jokingly told someone today that I have learned more about manufacturing in the last year than I ever hope to learn ever,” says Taylor who references many current events around the world that has impacted the overall brand that you would never have thought of impacting the boot industry.
Working with Country Legend Reba McEntire
“She’s one of the most down to earth kind people you’ll ever meet,” says Taylor, who has gotten to work with Reba on her Reba by Justin line of shoes. At the National Finals Rodeo in 1976, Reba sang the National Anthem in Oklahoma City and, afterwards, she went to the Justin Boot suite with Red Seagall and then right after that, Red got her signed to a recording contract! Back to the story telling aspect, they were able to connect that back to 1974 and “the perfect fit.”
Most Time Consuming Job Aspect
B2B would be the most challenging because, with every release, the sales team has to have all of the marketing materials that they need developed for the time the product hits the shelf so that they can sell it. Many consumers don’t realize the number of steps to your local retailers.
“Whenever we are creating a marketing plan for each new collection, we have to get all of our ducks in a row and get all of our items ready,” says Taylor, which includes marketing materials, photo shoot, video shoot, and anything that may be important to the retailer or the end consumer, has to be done a year in advance. When it’s completed, they then present to the sales representatives and then they take that to the retailers, they buy the product, and then it goes to the retailer’s floor to be marketed to the end consumer.
Some of the more common questions asked is “Why.” “Why do we need this project?” “What sets this apart from other items?” When you get into product that is more specific such as the performance product in the arena, which means that the certain benefits it gives may not apply to someone who is just looking for a casual shoe.
The hottest boot right now overall through the pandemic and coming out of it is with the casuals and the work boots. At the NFR, the casuals are what sell for them the best as people have been walking in Vegas and Cowboy Christmas all day and their feet hurt so they want something comfortable.
New Alert: Justin Vintage debuting four styles from a 1920’s silhouette in October 2021 which they found in the archives. When they find these, the designers clean them up and make them a bit modern, and that’s one of the great resources to having all the history that Justin Boots has.
Vintage is currently trending across all retail in general, with a focus from 60’s to 90’s - it’s hot and it’s what everyone is wearing. It’s also been great to see many big brands, Justin included, working with new people such as Devon White, an NFL Linebacker for the Tampa Bay, Buccaneers.
NFR with Justin Brand
Cowboy Christmas is a big part of the NFR for them as well as all of their work, but they also do work with Miss Rodeo America through the Justin Boot parade. “If you ever see me during the Justin Boot parade, i am usually the one crawling on the floor in Cowboy Christmas … trying to get the shot,” says Taylor with a laugh. There you can see the showcased creativity of the Miss Rodeo America state competition!
John Justin Standard of the West program was created to recognize the thousand of rodeo committee members who put in hours of work. They recognize 125 volunteers and then the PRCA rodeo’s vote on the person who will win the John Justin Committeeman of the Year. As JJ Harrison always says, “the small rodeos are the lifeblood of their community and of rodeo itself.” A big thank you to Justin Brands for looking for those people that are keeping rodeo alive and going around the country.
“To us the smallest rodeos are just as important as the biggest rodeos,” says Taylor.
30 Under 30 Award Winner with COWGIRL Magazine 2021
“I honestly wasn’t expecting to win,” says Taylor. “Katie [Armstrong] nominated me and said, ‘You have to do this!’” After seeing all of the women that had won in 2020, Taylor didn’t feel that she had enough accomplishments under her belt or a portfolio as robust. Applying with one of her co-workers, Shelby, Taylor thought, “You apply this year and I’ll apply next year.”
They both won the award! And for someone that didn’t grow up on the back of a horse, involved in rodeos or in FFA, but to be a part and to be able to stand alongside women who do have those histories was so important. And to be able to win it alongside one of her best friends and that they were able to represent Justin was amazing!
“It’s so inspriring to have so many young people in the industry. Of course, the people who have been in the industry have been mentors and have gotten us to where we are today and have so much knowledge - but it’s really neat to have this many young people in the industry and giving it a renewed energy is really exciting,” says Taylor.