Interesting quote from Timberland CEO Jeff Swartz:
... we had a lack of self-awareness. We undervalued our own brand. We were making utility products: It rains; it snows; this will keep you warm and dry. The consumer says, "I appreciate those benefits, but I'm going to wear this in the summertime unlaced without socks." The consumer says, "You understood the literal benefits of waterproofing and insulation; I understood the psychic benefits of confidence and a sense of self-assurance." And we said, "Check. Wow, got it." We are not a boot company, we are a brand, and our brand is not about protection against the elements; our brand is about confidently striding through life's challenges.
From the Sept 2008 issue of Fast Company.
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