Big brands paddling into the mainstream

Peter Wells

Can we ever succeed if we are only pretending to have soul and passion? Peter Wells looks at the success of Australian surfing brands and questions what their future will hold.

Big Brands Paddling Into The Mainstream

Peter Wells

As Winter's gloom seems to pervade marketing temperaments, there is a handful of brands that are living an endless summer. Spawned in some of the best waves in Australia, for these surfing brands the latest marketing trends are old ideas. For marketers, it is a case of 'you should have been here yesterday'. So much so that these brands have come to dominate youth markets far removed from surfing the perfect wave.

Imagine creating a ninety-minute advertisement and charging customers full cinema prices to...

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