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Creating an Industry and Culture Through Branding: The Story of Burton Snowboard

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Description
AUTHOR(S):

David Schriber, Director of Global Marketing, Burton Snowboards; Michael Jager, Creative Director, Jager Di Paola Kemp

 

The market is young and irreverent. It revels in an outlaw image. In this situation, traditional branding just won’t do. Instead, David Schriber and Michael Jager helped to create a “living brand” that shapes and is shaped by the culture of snowboarding.

 

PUBLISHED: 1999

 

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