Thursday, October 03, 2013

Is This The End Of Timberland

Why do they do this?

Timberland has recently switched to a lifestyle campaign.

According to the Timberland VP, Global Marketing head, Instead of focusing on all the specific functional features the way we used to do, now we're beginning to build a Timberland lifestyle, to portray a brand that can work in the city with stylish, classic product but still have that outdoor-proven [credibility].”

In other words, instead of focusing on what makes Timberland, Timberland, they’re going to build a Timberland “lifestyle.”

Let’s say that you’re looking for a good pair of boots.  Would you rather know about the specific functional features about that pair of boots?

Or, is it more important to know that you can live that boot’s lifestyle?

And, you know what the worst part is?

I’m a Timberland customer.

Or, at least I was.

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