Brand+ : The OS For Brand Growth

The latest Brand New Future Insights newsletter focuses on Personality – the secret behind a brand's addictive pull. It helps answer the question ‘What do you want your customers to feel when they interact with your brand?’

For Arc'teryx, it was it's Canadian roots that brought depth and identity to a young brand with little heritage.

“Arc’teryx taught us the meaning of place — how a brand’s geographic origin can shape personality and identity.

Being from Canada, it shares a Northern aspect of civilisation with the Urals, a civilisation that's shamanic, lives in balance with nature, leaving no trace. This allowed us to create a brand that isn't of ego, living as one with nature versus striving to conquer nature. By building a meaning system based on place, we created a point of difference from the competition.

Their nearest competitor, The North Face, is all about conquering nature (‘Never Stop Exploring’). If you want to conquer nature, consume The North Face. If you want to live in balance with nature, then choose Arc’teryx.”

Our work centred on designing a compelling and addictive personality, building emotional connections of trust — that this was a brand whose magic was in its products. This was a brand that lived in balance with nature, which we developed addiction to, through the creation of place and developing trust through craftsmanship.

Defining the meaning of Arc'teryx as ‘Maximum Simplicity at the Point of Optimum Need’ – expressed through the values of design, craftsmanship and performance created the addictive and compelling personality that fuelled five-fold profit growth.

A common challenge is keeping storytelling consistent as content demands grow across channels. Brand+ solves this by connecting brand strategy directly to content production, ensuring everything stays on brand.

We’re onboarding 10 brands this year, including Salomon and N.Peal, and would like to share a quick overview with you. Contact naomi@freshbritain.com
for more information.