Timberland's Warrior Branding - Graeme newell emotional marketing speech

This is going from a product focus to an attitude focus.. And these are what the most powerful companies in the world do Now, the same thing is true for the outdoor industry. look at Timberland, for example, they've built a brand that has gone way beyond outdoor gear. Timberland is a lifestyle. That is what they are all about. And that lifestyle is about being unstoppable. So, you look at their ads and it will always be a guy alone in the wilderness, mano a mano, with the elements. Alright, who is feeling just a little proud. Kinda going, Yeah that's me baby! I was up on top of the mountain just last week. I was a man who was standing on his throne. That's what it was all about. And if you look at what the ads are about, they are all about the ability to withstand and persevere. "A" is clean, A is content, "A" is room service, fresh linen and terry cloth robes. "B" is a canteen shower, B is bug spray for deodorant, you finger for a toothbrush and dinner on a stick. "A" says you've made it, "B" says keep going. And you know, everybody else in the world? They are just a bunch of wimps! Because they are not nearly as tough as I am. Here's another ad for them; here's to another long, cold, winter. The outdoors for the Timberland world is not happy hike with your friends, you go it alone, you test your metal, you check and see if you have what it takes to actually wear these boots. Because they are not for sissies. And what you will find is the lone warrior comes through in all of the advertising they do. I was adrift for 47 days. Accompanied only by despair and my delirium. One day I thought my ex-girlfriend was coming to save me. And then somehow I was in Venice. I thought maybe even a sea monster was following me. And I even believed my daughter had come to take me home. But in reality, the wind changed and blew me into the shipping lanes. So, it was nature that saved me. Girlfriends, families, they will let you down, they will. They will disappoint you. They'll abandon you. The only person you can really trust is yourself, to be strong, to persevere and to make it through. And if you do that, nature will take care of you. it's a way to live, it's an incredible lifestyle.