bergans of norway: defining a strategic position for an iconic brand

Bergans is a true icon in the Scandinavian market. A brand that has been present in Norwegian cabins, in kids closets, on any hike and has been a trusted companion on the slopes of Scandinavia.
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challenge

The company has experienced high levels of growth in recent years, however the market sphere is rapidly changing. 

Customers demand more of the brand they buy and expect a clearer perspective on CSR and sustainability. Relatedly, Bergans has a clear vision of becoming the world’s most sustainable outdoor brand. 

The first task in this long-term co-op was to define the strategic position for the brand. A position that should increase internal motivation, drive growth, and fuel an international understanding of what Bergans really is, for whom, and why.

This position then had to be tailored to Bergans’ product categories: Resort skiing, cross country skiing, paddling, hiking, kids & youth, and lifestyle. 

insight & solutions

Based on our extensive research, we developed a positioning that appropriately reflects the current and aspired position:

Believe in tomorrow. Explore today.

These five simple, yet undeniable powerful words encompass the essence of the brand. Bergans believes in the power of nature, caring for each other, the quality of its products and the experiences they provide. They strive for innovation, forward thinking, and a better future for our planet and everyone on it. They thrive through exploration, by thinking differently, creatively, and by pushing into new frontiers. And they do so with a contagious sense of urgency and excitement.

Using this positioning strategy as a guiding star, we are developing brand rules, communication strategies, management philosophies, as well as clear and strategic CSR perspectives. 

Bergans will be an internationally relevant outdoor brand. For more than great clothes in all kinds of weather.

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who to talk to

CEO, brand & growth specialist

Robert
Leinders-Krog

[email protected]
+47 92 88 01 11‬

deliveries

  • Audience focus insight
  • Brand strategy
  • Positioning statements
  • Category insight
  • Growth strategy
  • Sales readiness
  • Implementation strategy
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