Through comprehensive qualitative research across 6 countries and with more than 600 consumers, we discovered that Timberland lacked technical credibility among hardcore outdoor enthusiasts, but had a casual versatility that resonated among a core segment, Outdoor Lifestylers.
These are style-focused consumers who engage in everyday outdoor occasions.
To become an aspirational outdoor lifestyle brand Timberland had to:
- Deliver a consistent brand identity based on the target instead of catering to disparate buyer groups
- Shift its reputation from utility to outdoor enjoyment by adding emotion
- Focus on injecting more style vs. performance to create real brand desire