Maintaining Brand in a Recession:

How Your Talent Distinguishes the Customers' Experience

February 24, 2009

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Colleen Clark from EMS said, “There has never been a better time to innovate. People are more open to change now than ever.” EMS committed to continuous learning. They don’t let old measures keep them tied to anything – and they question it all. They ask themselves what they can we do without, and what would happen if they did xyz with half the frequency.

Colleen advised that knowing your brand will help you prioritize, affirm what you value, and will help you choose between trade-offs. She identifies with Ghandi who defeated the entire British Army bringing nothing but his optimism. Although Eastern Mountain Sports is the tiniest of the big outdoor store chains, Colleen says they actually forget that they are a chain and see themselves as a “neighborhood watch” company. Their vision is to be the most sought after brand in the outdoor industry, and their committed talent will bring that brand to life.

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