A little while ago as I was getting dressed to go outdoors I was reminded of the power of "branding", which JP is big on and I think gets overlooked here quite a bit. A few years ago I seen a commercial on T.V. for UnderArmour, which caught my interest because I do quite a bit of hunting and fishing in cold weather. I went to there website and about fell off my chair when I seen how much it was for a set of UnderArmour underwear. My first thought was, these dudes won't be around long. It wasn't until I heard they were going public that I really done some DD on their product, which again made me think these guys were going to get killed. First, I noticed that their clothing material wasn't patented. Second, I noticed Nike had a similar product and it wasn't long until Cabelas and Walmart were pumping out much cheaper versions of the same stuff. Fact of the matter is, they're still around and doing very well because of their branding and advertising. Do they have the best product for the money? I don't know, but they convinced me and an a$$ load of others that they did and I have no complaints about their clothing. As I always say, something is worth exactly what you are willing to pay for it, no more, no less.
If you find yourself in a fair fight, your tactics suck.
