Transforming a brand…while keeping it real

To sustain brand value over time, brands create an environment for innovation; adjust the product mix to give the brand new resonance. Some companies even take the leap to transform the entire brand proposition. At least that’s what it felt like when Eddie Bauer recently launched the First Ascent line and transitioned from casual wear into the segment of outdoor apparel and mountaineering gear. Being in my thirties and passionate about climbing... [Read More]