J. Peterman
approached Visionary Strategies with the objective of re-building
the brand from its earlier
successes and subsequent failure for the “present” day
retail market price.
Extending
the Brand’s
market profile without tarnishing its cache.
Defy conventional
wisdom in marketing and channel strategies as the company
did
at its inception by penetrating traditional channels in non-traditional
ways
Retain
a “Business As Usual” milieu at the catalog while
infusing the culture with a new pulsating brand awareness.
“Our
challenge, as Brand Guardians, will be to transform the poetry
of the J. Peterman Brand into the practicality
of J.
Peterman Products without compromising J.Peterman Brand attributes.”
Approach:
We will go beyond the
demographics and lifestyle to “the sense
of relationship” that the brand is and its products engender and
create a brand execution strategy.
Carlos
Santana