Every manufacturer needs to think about the audience they’re trying to engage with. A brand proposition that was created in the 50s or 60s or even in the 90s may not be relevant to the people that are buying products today. Things are changing and will continue to change and you need to think about how you can address those new buyers in the way they want to be addressed. Highlands does this all the time with our manufactures – always looking at updating that proposition, making it more relevant to younger audiences and making sure that it resonates with the people that are buying their products today.
Gordon Christiansen Partner of Highlands