Challenge

Cairn, a product community for outdoor enthusiasts, wanted to articulate its positioning for consumers as well as advisors and employees. They had established a loyal following and solid brand equity as a subscription box company, but wanted a more aspirational positioning that would give them room to grow long-term.

Insight into Action

Susan led a positioning workshop with the core team to capture the current brand spirit and to identify a clear strategic direction for the way forward. We then designed and analyzed an online survey to understand customers’ relationship with the brand. Based on these insights, we developed a complete brand positioning and collaborated with design firm GB2 to bring it to life in a printed book.

Success

ltimately, Cairn is about inspiring people to get outdoors and be active, and we created a galvanizing positioning to reflect that. In the year since its rollout, Cairn has more than tripled monthly earned revenues.