Here, within, was the threat, as well as, the opportunity. The fact that the more mature climber was not “as needed” from a market share point-of-view, yet, this was the market that would take the least amount of effort to attract, given Crafty Climbing’s current brand recognition and recall with this target group.

With this in mind, we wanted consider how to better resonate with the mature audience compared to that of Black Diamond without alienating, but rather, appeal, as well, to the younger audience that Black Diamond had so enticed. In this vein, we sought to interpret and contrast Crafty Climbing in relation to Black Diamond’s advertising. In short, their advertising “promised” self-actualization via their equipment. Meaning, use our equipment and you will be a better – no scratch that – the best climber you can be. True or not, this ideal was secondary to the climber that had been there done that (esteem and self-actualization, that is) – the mature climber – desirous of feeling “connected” with other climbers. The newer climber, in contrast, is primarily interested in “impressing themselves and others” (esteem and self-actualization).

Here within was the primary difference and our opportunity: the climber already familiar with Crafty Climbing was the climber that grew up needing to trust their equipment as much as their abilities. This was the resource we could better leverage in comparison to Black Diamond. Specifically, given Crafty Climbing’s innovation track record (history, heritage & experience) and, the fact, that their original equipment is still in-use today, and is the only equipment with certain “abilities” (having secured a utilitarian patent).

So, the standard to brave was to capitalize on Crafty Climbing’s “background” and, in turn, their stronger alignment with the more experienced climber: those wanting to know they can trust their equipment as much as they would want to their own climbing abilities in order to “successfully” climb. By successfully, we simply mean that they can simply climb knowing whether they fall or don’t fall – it will work / they can trust it. This, in turn, means they will want to get out, naturally, knowing their actual climbing abilities are not what they used to be, yet, the equipment can be trusted to work and will keep them safe.

In effect, we want to showcase Crafty Climbing equipment working so that they can connect with other climbers – through “climbing stories” – and achieve a sense of belonging. Crafty Climbing is more strongly aligned compared to that of Black Diamond to the experienced climber without alienating the new climber.