Igloo Brand
Rejuvenation

In 2014, I was hired to bring fresh energy to an iconic brand, including defining the brand, igniting the product innovation pipeline, and creating the demand generation activities for Igloo. The brand had lost its way, chasing Yeti and suffering from a major case of copycat syndrome. We took a look at our roots, reminded ourselves of who we truly were (and weren’t), and rebuilt from the foundation of a timeless American brand. By reclaiming our latent equity, we repositioned ourselves as an authentic and trusted player in the outdoor recreation space. Afterall, Igloo was founded in 1947 to bring clean water to the work site, and soon after became the standard for ice chests.

It was time to double down and get back to enabling good times for over 70 years. In order to fully seize the opportunities in the market, we had to first regain an understanding of who we were and how to stand apart from the rest.  The comprehensive Brand Foundation Initiative brought direction, fidelity, and consistency to our brand, product offering, identity system, and marketing communications efforts.  It helped us exploit changes in the marketplace and create new value by leveraging our heritage, purpose, and innovation to capture new mindshare and new opportunity spaces.