in Branding

The ‘fend for yourself’ brand

Gerber makes pocket knives and tools, but not the kind of knives I’d feel comfortable pulling out in an office to adjust a screw on my laptop… these are serious knives. Their branding is a direct extension of the products, summed up in the words Fend for yourself

When did we decide campgrounds needed laundromats? When the car stalled, whose bright idea was it to reach for a cell phone instead of a tool? …Our nation’s great accomplishments were a testament to hard work, sweat and ingenuity. After all, we not only put a man on the moon, but built him a rover to drive while he was up there.