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I help organizations learn and market their products and services better. I am not biased to any particular marketing technique, channel, tactic or niche. I focus on the best solution to solve an issue or capture an opportunity, even if that means someone else coming in to do the work.

With over 17 years of experience and an ongoing fascination for all things marketing, I have a breadth of marketing expertise across a deep roster of clients whom I work with directly or via partnerships such as the BDC or independent communications agencies.

For me, the best way of working is hands on, roll up my sleeves and open source  collaboration with people and teams. Of critical importance is that the team learns and grows throughout my work so that they are engaged, vested and could do it themselves the next time round.

I’m also an ambassador for Hyper Island dubbed the “digital Harvard” and helped bring their master class  to Vancouver in 2013 for the first time. I speak at and moderate panels at industry association events and I write for local, national and international trade press. 

Prior to founding Eustress Marketing Coaching, I worked at a large multinational agency in various roles in many cities including Vancouver, Dublin, Budapest, Munich and London. I ran local, national, regional and global accounts and even led local office in Vancouver. 

Blog

What you can learn from a good base layer

richard sandor

With the fluctuating winter weather - very cold to very wet and mid, active Vancouverites know the importance of a good base layer. I bucked up earlier this year for a top end Icebreaker merino wool base layer. It was for a September mountain bike trip in the Chilcotins. You can get rain, sun, cold and snow all within an hour. 

My Icebreaker was amazing and since that weekend, Icebreaker seems to the gift of choice come birthday or Christmas to various family members. So not only do I recommend it, I force it on others - the best kind of brand loyalist on the loyalty ladder - even more so as I am writing about it! 

The product itself is wonderful but there is more to the story. The branding is very strong with some very progressive packaging. See below.

If I was really picky, which I am, the branding is a bit busy with a mix of frozen caveman, sleek fit people in tight clothing, and cartoon-esque fonts.  The opening the packaging was an experience in itself - not quite the apple packaging experience but not far off it. 

What was really powerful though was how on the packaging there is a code which you can type into icebreaker.com and it shows you which farm in New Zealand the wool came from. And if that wasn't enough then you can click through further and meet the kiwi sheep farmer from that specific sheep farm. Throughout this journey down under you learn about sustainability and animal welfare - which are strong icebreaker brand values.

All in all I thought it was an impressive way to connect the product, packaging and internet as a way to tell the brand story. But then again, I am pretty biased on the matter.

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