Bob Sheard on Brand Authority and Substance - Part 2

Following part 1, Bob Sheard continues with his exploration of what brand authority and substance

Fashion
66 Hypes 0 Comments

Following part 1, Bob Sheard continues with his exploration of what brand authority and substance mean to him as part of an editorial feature for FreshBritain. Discussing the importance of firsthand experience when trying to “walk a mile in another man’s shoes,” a literal example includes Sheard and team running the North Pole marathon in order to get into the mind and soul of a consumer-based project. Furthermore, his business relationship with Nike ACG was strengthened due in large part to living in the mountains for six months as well as insisting that his creative director hitchhike back to UK from the Alps with only £30 GBP (approximately $48 USD) in his pocket. For enthusiasts of both brand identity and risqué behavior, head over here to read the editorial in its entirety.

At FreshBritain it is vital for us to get deep into the psyche of a brand. Without experiencing that first hand it can be difficult to get a genuine handle on what makes them tick. That old saying about having to walk a mile in another mans shoes before you can judge him is true here. In the case of UVU though, walking a mile didn’t quite cover it. Bob Sheard explains why:

“Working with UVU we ran the North Pole marathon. Our team ran across the jungle, we pounded the desert and this then culminated in running the North Pole marathon. You don’t just turn up with your trainers for something like that. It was hard but it was all a vital part of the immersion process. It meant training for six months, running in mud, running in sand, fog and snow. It meant getting up at 2am because that is when it is coldest and running at 50km runs with sleep deprivation prepared us for the North Pole marathon. Only then could we truly get into the mind and soul of the UVU consumer.”

Read Full Article

What to Read Next

Bob Odenkirk Hospitalized After Collapsing on Set of 'Better Call Saul'
Entertainment

Bob Odenkirk Hospitalized After Collapsing on Set of 'Better Call Saul'

While filming the sixth season of the series.

Ajax and adidas Pay Tribute to Bob Marley’s ‘Three Little Birds’ With 2021/22 Third Kit
Fashion

Ajax and adidas Pay Tribute to Bob Marley’s ‘Three Little Birds’ With 2021/22 Third Kit

Alongside a full collaborative apparel capsule.

Catch the Opening and Ending Themes for 'Attack on Titan: The Final Season Part 2'
Entertainment

Catch the Opening and Ending Themes for 'Attack on Titan: The Final Season Part 2'

The end of the series is finally here.


New Trailer for ‘Attack on Titan The Final Season Part 2’ Surfaces
Entertainment

New Trailer for ‘Attack on Titan The Final Season Part 2’ Surfaces

Less than a month to wait for the premiere.

Seiko Made In Japan Military Watch
Watches

Seiko Made In Japan Military Watch

Seiko has released a line of military watches as a part of their 5 Series. While not particularly

Kith NYC x BWGH "Paris" Crewneck for "New York VS Paris" 2012 Collection
Fashion

Kith NYC x BWGH "Paris" Crewneck for "New York VS Paris" 2012 Collection

The “Paris” sweater presented here is one half of a two-city collaboration between Kith NYC and

Jeremy Scott and Eason Chan Showcase Their New Collaborative JS Wings
Footwear Fashion

Jeremy Scott and Eason Chan Showcase Their New Collaborative JS Wings

On the heels of the recently seen Jeremy Scott and Hong Kong entertainer Eason Chan’s

A Bathing Ape x Cover-it-All 2012 BAPE 1ST CAMO Chair
Design

A Bathing Ape x Cover-it-All 2012 BAPE 1ST CAMO Chair

A Bathing Ape and Cover-it-All, a Japanese furniture designer specializing in fiberglass shell

YBDPT 2012 Fall/Winter "To Nowhere" Lookbook
Fashion

YBDPT 2012 Fall/Winter "To Nowhere" Lookbook

High fashion retailer YBDPT recently released their lookbook for Fall/Winter 2012, which includes a


Italian-Made Vans on the Way with Upcoming Diemme Collection
Footwear Fashion

Italian-Made Vans on the Way with Upcoming Diemme Collection

California footwear purveyors Vans team up with Italian boot brand Diemme on another capsule

Complex Discusses the Future of Chinese Footwear Brands in the USA
Footwear Fashion

Complex Discusses the Future of Chinese Footwear Brands in the USA

A recent article penned by Complex’s Russ Bengston discussed the potential for growth of Chinese

TEPSIC Magazine Issue No. 2 featuring A$AP Rocky
Art

TEPSIC Magazine Issue No. 2 featuring A$AP Rocky

TEPSIC Magazine is back for another poster-sized issue filled with all-natural, photo vérité-style

Chief Keef featuring Wiz Khalifa & 50 Cent - Hate Bein' Sober (Full)
Music 

Chief Keef featuring Wiz Khalifa & 50 Cent - Hate Bein' Sober (Full)

After just earlier today receiving a rather lengthy preview, now the full-length drop of Chief

Essentials: Benga
Fashion

Essentials: Benga

This installment of Essentials reveals the tasteful and unassuming personal property of a dubstep

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. If you enjoy our content, please whitelist our site to show your support. We’d really appreciate it.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.