In one of my early posts, I wrote that a company could create a great brand through direct channels rather than rely on traditional brand media such as broadcast TV or print. You can argue my point all you like, but I think we can all agree that a brand can destroy itself through direct media.
Case in point: Filson.
Case in point: Filson.
OK, I still want one, but still...
For those of you unfamiliar with Filson, they have made clothes since the 19th century in Seattle (predating Boeing and even Starbucks). While they originally created clothing for Yukon gold pioneers, they quickly established themselves as a premiere American manufacturer for outdoorsmen with handsome, functional and well-built items. I own three: a vest, a briefcase (see below) and, of course, a safari jacket.
Also, thanks to them, I have been solicited by one of the most repugnant organizations in America: the National Rifle Association.
