5 Ways Cult Brands Bridge the Gap in the Customers’ Mind

It’s easy to spot the brands who seized the imagination of a small group and then taught that group how to spread the word, make converts and turn their fringe offering into a mainstream way of seeing the world.

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The Cult of Personality of Sports and Outdoor Brands

“Build it and they will come.” That’s what many brand owners think. Producers and retailers hope that cash infusions, quality products or glitzy retail environments, and a marketing campaign are going to result in fame, fortune and fandom.

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Identity Crisis: The Seven Deadly Sins of Branding

Economic limbo cannot erase the fact that we live in a world where cars start the first time, phones are addictive and the gourmet coffee, is well, gourmet. Only the Unaware offer products or services they deem good enough to a world where everyone can get anything they want almost anywhere.

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The Brand Credibility Paradox

Is over emphasis on your hard-core credibility limiting your brand’s influence and growth?
I’ve seen it a lot. Brands achieving the level of success they desire by focusing on one thing for a hard-core, loyal following. They excel at specialty-store and are beloved by extreme activity junkies whether they climb, hike, run, swim, tri, skate or board. Then they get stuck by the following question:

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Using Values to Differentiate & Define Your Brand

Wherever we go (in business and in life) we bring our own ethos along. When brands share their values, they become a powerful and attractive force.

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Your Brand Can Overcome Price Resistance and Create Stark-Raving Fans

Want to have a great brand? Get your own POV and make sure it resonates with your people.

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What’s Your Language Saying about your Brand?

Think about the power of words. If I use specific words in a specific way, it builds an image in your mind. It paints a picture. It has meaning. Words tell stories and humankind responds to storytelling, as we all know, in an emotional way.

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Found/Owner Freakshow

Something strange happens to entrepreneurs, it seems. They start their businesses with passion, insight and ambition. Many of them even get the concept of branding which is elusive to so many. Founder/Owners work relentlessly to build their brands, and then when their businesses take off—that’s when the strange thing happens.

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Get Leverage: Know Your Brand Archetype

Archetypal branding works because it appeals to all people. We all share a deep need to feel stability, belonging, discovery and achievement. In today’s world, many brands have taken on the role of building blocks we use to fabricate of our sense of self. For most of us, our self-identity is textured with personal and archetypal mythos.

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From Bland to Grand: Packaging that Does More than Sport a New Look

You’d think that when it comes to sports and outdoor merchandise, packaging would pack a punch. But we’re just not feeling it. Can’t even bear to look at the sea of wimpy, tired-looking packaging examples out there that trying to drown consumers with feature and benefit claims. So much packaging to refresh; so little time to get it done before the products they contain—and their brands—fail.

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