Comments

"Always Keep Exploring", "EXPLORE!" ... "Never Stop" - double negative - never explore - stop exploring. Love Northface though - radical high quality.

Posted by sean at August 31, 2006 11:28 AM

A slogan/tag line with three to four words that resonates the essence of the brand and begs you to know more, is a very powerful thing.

The best brands remain consistent over time and sometimes waiver but usually return " the ultimate driving machine" "think different" "your in good hands" "we bring good things to life" "a diamond is forever" "got milk?" "drivers wanted" "breakfast of champions" "where's the beef" "the pause that refreshes"....

Slogan is from the Gaelic "slaughgaiirm" - a war cry. How appropriate in todays competitive environment.

So many companies big and small forget the power of these brand tools.

Tom

Posted by Tom at Proteus at August 31, 2006 12:59 PM

The TNF slogan's been around for a while now and it's a good one. I work in the outdoor activity business in the UK as both a retail manager and as a gear writer for a climbing magazine. It's been interesting to see how TNF has developed over the years and how they have stayed ahead of the competition.

Arc'Teryx may be the brand for officonados to aspire to, but TNF have consistently come up with the goods. I get to try some of their products out about six-eight months before it hits the shop at times and I've never had to go back to them with a list of queries or adverse comments, unlike some manufacturers I could mention.

The gear's good, it's well thought out and it works, something I was glad of when waiting for an ambulance for half an hour in freezing conditions after sustaining a head injury a couple of years ago. Fortunately the jacket still worked and I did get the blood out of it!

Let's hope that TNF never stop exploring, because if they do, then their commercial advantages and reputation may suffer big time!

Cheers

Keith

Posted by Keith Rickaby at September 3, 2006 7:41 AM