When marking an outdoor lifestyle brand, having a clear path to your customer is essential. Understanding your target market as they exist now, and who you aspire to attract in the future can sometimes create conflicts when it comes to rebranding strategies. Casting a net too large often is less effective than choosing the right audience to pinpoint.

Take, for example, the rebranding of the outdoor lifestyle brand of Eddie Bauer. Recently the company unveiled its new logo mark, trading in the cursive logo for a generic all-caps block lettering logo.

While the addition of the goose is a welcome touch, the typography in this new brand is a bit of a disappointment. Rebranding is an opportunity to reset with your current audience, while seeking to attract the next generation of brand aficionados. Eddie Bauer has stated this as their goal, but in my opinion, they took the desire to widen their target audience to such a degree, that they have failed to speak to any of them. Delivering a “Me too” typeface; void of personality.

Eddie Bauer’s new CEO Tim Bantle stated:

“A big part of what I’m going to need to do here is reintroduce this great heritage brand to the next generation, and kids don’t even learn to read cursive in school anymore.”

The decision to rebrand to a clearer, more minimalist logo is very common in today’s marketplace, but to cite a lack of understanding of a particular demographic should not be part of the public relations push with your companies rebrand.

Today’s audiences seek authenticity.

Outdoor lifestyle branding works best when the company clearly stands for values rooted in a love for the outdoors. Successful brands highlight the passions of outdoor enthusiasts and support the movements that promote active outdoor lifestyles. This should be at the top of the list for all talking points when rebranding a legendary outdoor brand, not the stated goal of increasing sales, or dumbing down your brand to appeal neatly to everyone.

When you speak to everyone, nobody listens.

Evolution occurs when specific traits are more beneficial than others.  When choosing a branding marketing agency to tackle your companies rebrand, be sure they can highlight your companies’ specific traits that make your brand a better choice.

Mascola Group strives to be that kind of branding marketing agency, crafting messages that speak to individuals, not masses. Contact us today to learn more about how Mascola Group may be the right fit for your outdoor lifestyle company.

*https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose

**https://sgbonline.com/exec-eddie-bauers-ceo-discusses-modernized-rebrand/