Pure Fishing is the world’s largest fishing tackle company. The company built its extensive portfolio of line, bait and reel brands internally and via acquisition, but lacked a comprehensive Brand Strategy that management considered critical to achieving corporate growth objectives.

We were engaged to develop an overall Brand Architecture and Brand Strategy that would emotionally connect each brand with anglers, yet be meaningfully differentiated from each other and competitor brands. This involved guiding category teams and their agencies through the discovery of consumer insights and the creation of a Brand Essence and Brand Promise for ten brands, including Berkley, Trilene, Stren, PowerBait, Abu Garcia, Mitchell and more. Pure Fishing is now using the Brand Strategy to create sales strategies and marketing communication. We continued to work with Pure Fishing in other areas, including Product Innovation.

Engaged with:

• Claudio Garcia, Executive Vice President, Global Marketing Officer
• John Weiss, VP, Product Innovation
• Keith Jones, Director of Fish Research and Product Testing
• Joe Rassat, National Sales Manager
• Ron Kliegl, Marketing Director, Bait Category New Products
• Fred Melenchuk, Marketing Director, Bait Category
• John Prochnow, Product Innovation Director, Bait
• Dave Ohlaug, Category Manager, Durables
• Tom Ricks, Marketing Director, Durables
• Dave Justice, Stren Line Consultant
• Clay Norris, Category Manager, Fishing Lines
• Bill Schumacher, Director, Marketing Services
• Pascal Grillot, Marketing Director, Europe
• Steve Smits, Director, Retail Sales
• Cathy Brink, Consultant
• Jay Matheny, Marketing Consultant
• Steve Branca, H.D. Wood Advertising
• Scott Mitchell, Nelson Mitchell Advertising
• Jeff Ivarson, Ivarson Brand Vision