THE HYBRIDGE™ BY CANADA GOOSE
By Bobby Riley | December 9th, 2009
Internal Themal Mapping™ Communication Board
Knowing why your brand matters is foundational and is something Canada Goose has in spades, but how that is interpreted, conceptualized and articulated in the marketplace is what the audience will encounter, experience and remember.
Back in September Soldier & Goose announced it’s creative partnership and have since engaged on a host of creative innitiatives, some of which you may be familiar with if you’ve been tuning into our blog recently.
One of the partnering innitiatives has been based on a disruptive product technology on the outdoor front known as Thermal Mapping™ created by Canada Goose.
Soldier worked with Canada Goose to develop and communicate the market-disruptive product innovation with eloquence and ease, creating a clear path to curiosity, belief and buy-in starting with B2I (internal culture) communication at a recent set of sales and marketing meetings to B2B (Wholesaler) settings, where reps present the line to retailers for the up and coming season and the soon to be B2C (Consumer) environment where the intended audience will experience the new story and product collection. Soldier huddled with CG to name the product it serves i.e. Hybridge™ to help align the category amongst the growing CG line and give consumer-facing language to the intended audience including graphic identity, positioning strata, copywriting and technical illustrations to help articulate the amalgamation of technology used towards the newly introduced Hybridge™ product collection heading into 2010.
The hybrid jacket and product collection utilizes ThermalMapping™ technology to bridge goose-insulated core warmth with soft shell flexibility.
Goose down is a soft feather that when compiled becomes the perfect natural insulation. Many small air pockets are formed within the feathers trapping air and creating a barrier between you and the environment around you. It is light weight, soft, and comfortable. It is featured in the Hybridge™ Jacket and has potential to be scaled throughout the CG line.
Thermal Mapping™ is the technology used to strategically distribute and link multi-zone goose down insulation with a high pile fleece backed softshell within one garment to utilize both the warmth and protection of each material without limitations for maximum warmth, flexibility and comfort.
With over 50 years of Arctic proven design, innovation and ingenuity Canada Goose has engineered the hybrid jacket utilizing Thermal Mapping™ technology to bridge goose-insulated core warmth with soft shell flexibility. So whether approaching a righteous ascent or transitioning to basecamp the Hybridge™ Jacket increases you success to regulate warmth, flexibility and comfort.
We will share more on the emerging technology and product as it becomes available by Canada Goose.