Today we’re talking to Barney Waters, global brand president of K-Swiss. What does K-Swiss have to do with entrepreneurship? Well, Barney has just taken K-Swiss through a two year repositioning and rebranding strategy which has resulted in a new position for K-Swiss – targeting entrepreneurs. We talk about the symptoms and considerations of the rebrand, and the resulting position. Great takeaways for all those with an entrepreneurial mind (like Barney!).