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
52 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
More

What to Read Next

Seiko Made In Japan Military Watch
Fashion

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

More ▾