Fiskars Hires Customers as Brand Ambassadors

摘要

Fiskars Brands has earned a reputation for making sturdy, sharp scissors. To earn more mindshare among the arts and crafts hobbyists who are always on the lookout for the latest and greatest cutting tools, however, the company had to listen to customers-and then remold its image. "Crafting is a very warm and fuzzy hobby, but in our preliminary research, people didn't have those warm and fuzzy feelings about us," says Suzanne Fanning, Fiskars director of communications. "They saw us as very utilitarian, but that's not what our brand was after. What a brand needs to survive today is both the rational element of quality, and the emotional element-the passionate evangelism."