The Final Reveal

American Perceptions

The American's Volker interviewed while completing 7 days of glacier skiing.

What's Sierra's brand reputation? Very good, excellent quality, well-designed "backcountry stuff", same league as North Face, Patagonia, or Marmot.

What stands out about Sierra? Anything memorable? Tents! Top quality, I've been using them for decades. 

They lied - the advertised weight of the tent was not correct!

Outdoor gear must haves? It's got to be light weight, durable, functional, size/compactness, ease of use, good quality, color (female response), price (good value), sexy (I'm hot you want me - female response again), ethical/greenness is a nice to have but not decisive.

Emotional attachment to your gear? They are like my best friends; I will never do away with them if they are shattered. Trust, memories, souvenirs - it went with me to _____ places.

Why do you go into the backcountry? Escapism, camaraderie, exploration, exercise, health factor, personal achievement, endorphin high, beauty, communicating with nature, union with nature, sense of peace, bragging rights, aesthetics, experimenting with new gear.

Thanks Volker!

What do People Say About Sierra?

I know a few ODPU's (outdoor pursuits) whose brains were worth picking for their insight into Sierra Designs. Here's some of their comments about Sierra Designs:

Lesley - good quality stuff, but a bit out dated. When I think of Sierra I think of a brand my dad would have used.  

Jennifer - We don't really buy there product because we think Canadian tire brand.

Volker - Expensive high-end stuff. Volker's sense of backcountry gear is that it has to work. It's got to be waterproof, warm, and durable. He's very loyal to his tent. He paid $40 for it used and it's just been the best tent. He loves heading into the backcountry because it's the one place he can get away from the daily grind.

Knut - Expensive fancy stuff. Knut had some other insights into his gear and going into the back country. The backcountry is a place to find peace and tranquility. You can hear things you don't normally hear. His tent is essentially a place to keep his sleeping bag out of the dirt. A strong waterproof bottom is key. His sleeping bag has to have lots of elbow room especially in the winter, because you've got to keep all your beer and gear in the bag so that it doesn't freeze. Feather sleeping bags are definitely light and warm, but if they get wet, they are a bugger to get dry.

Taglines

Here is a list of possible Sierra Taglines:

Built to perform

Equipped to perform

Performance outdoor gear

The essential adventure gear

Essential mountain gear

Intelligent adventure gear

Geared up for the outdoors

Geared up for adventure

Geared up for nature

3S Printers

Brand Position:

Your art comes alive on our canvas. We take the ordinary and make it look extraordinary. 3S is the number one emission free press with UV curing that creates fast superior results even with vegetable based inks. Photographs are so vivid that a grain of sand on a beach or a champagne bubble in a glass can be seen with the naked eye. We have the technology and we know how to turn your creative ideas into a work of art without impacting the environment. 

Metropolitan

Brand Position:

Printing has been our passion since 1977. Ever since then, we have been leading the print world by being first; the first to use a computer to plate system, the first to focus on environmentally sound printing practices and the first to use UV stochastic printing at 10 microns. We rival any printer, because our work boasts astonishing colour and exceptional finishing without damaging the environment. Today we still remain small at heart, and forever fascinated with emerging technology and recreating beautiful colour.

Hemlock

Brand Position

We are a great printer because of our great people who turn our clients vision into visual masterpieces. Seven presses, a full service bindery and countless industry awards, has all come from the family of Hemlock employees who have the same love for printing and passion for craftsmanship that Dick Kouwenhoven established 40 years ago. We consider every detail of your printed piece from Pre-press to binding to fulfillment because we want that final printed piece to be better than you imagined.