BlueSign could take some brand marketing lessons from the Rainforest Alliance #OIBiz
Is your focus on the core customer holding back your brand?
For anyone at Outdoor Retailer trade show, MercuryCSC Jeff Welch is leading a seminar on the risks associated with (mis)aligning your brand with the core customer. Friday, Noon, at the Marriott.
Joining Jeff will be Orvis Product Development Specialist Steve Hemkens, ExOfficio General Manager Steve Bendzak, and NOLS Director of Admissions and Marketing Bruce Palmer.
They will discuss their brands’ struggles and successes balancing very enthusiastic core audiences and efforts to expand into other markets.
Also, former Patagonia and Prana executive Rich Hill will resurface to discuss his new venture, Ticla, and how he is taking advantage of a clean slate to position the brand to the most broad audience possible.
See you there.
L2′s inaugural Digital IQ Index®: Sportswear report benchmarks the digital competence of 42 global sportswear brands, looking at over 675 data points across four dimensions: Site, Digital Marketing, Social Media and Mobile.
Final brand rankings were broken out into five categories: Genius, Gifted, Average, Challenged, and Feeble. Some marketing egos will be bruised as Teva and Patagonia only earn Average rank, and Arc’Teryx and Marmot are Feeble.
Here’s how the rankings break out:
3. The North Face
5. L.L. Bean
6. Under Armor
7. New Balance
30. Mountain Hardwear
You can download the report excerpt here.