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Backcountry Marketing

EP 65: Andy Bethune | Something to Everyone | Origin Outside

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As people flock to the outdoors, many brands are welcoming and embracing these individuals with open arms. Brands that were once reserved for core users are breaking down their walls to be seen as a more inclusive brand.


In this episode, Andy Bethune, the Director of Strategy at Origin Outside discusses this trend and the implications. As he says, if you try to become something to everyone, you'll be nothing to anyone.  But where is the balance? Obviously, we want people to get outside and feel included.

We discuss how far a brand can dilute itself before it becomes ambiguous, why some brands thrive in ambiguity, and factors to consider when a brand is facing outside pressure to grow.


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