EP14 - Summary 

In this conversation, Tom Herberg discusses the challenges faced by the PSE brand due to its expansion into various product lines, which diluted its core identity. He emphasizes the need to refocus on the brand's foundational strengths in performance and stability to rebuild its reputation. Tom Herberg also shares his journey from a childhood in Colorado, where he developed a passion for hunting, to his current role at PSE, a leading archery company. He discusses his career path, including his time in the Marine Corps and his extensive experience in manufacturing. Tom emphasizes the importance of outdoor experiences and the role of PSE in providing quality archery products. He also highlights the challenges and opportunities in the outdoor industry, particularly in engaging younger generations and maintaining brand loyalty. The conversation touches on the evolution of PSE's product line, including new innovations like the FDS cam and the Sicario bow, and Tom's vision for revitalizing the brand while honoring its legacy.

Takeaways

• We went a mile wide and an inch deep.
• The brand has been diminished due to expansion.
• We want to shrink it back down to its core.
• It's about reestablishing the PSE name.
• The brand was built on performance and stability.
• Expansion into box stores diluted the brand.
• Rebuilding requires a strategic focus.
• The incredible platform is in place for rebuilding.
• We need to focus on what the brand is known for.
• It's time to reclaim the brand's identity.

Chapters

1. Introduction to Tom Herberg

- 00:00:00

1. Early Life and Passion for Hunting

- 00:03:00

1. Career Path and Marine Corps Experience

- 00:06:00

1. Joining PSE and Manufacturing Insights

- 00:09:00

1. Innovations at PSE: FDS Cam and Socario Bow

- 00:12:00

1. Revitalizing PSE's Brand and Legacy

- 00:15:00

1. Challenges in the Outdoor Industry

- 00:18:00

1. Engaging Younger Generations

- 00:21:00

1. Importance of Outdoor Experiences

- 00:24:00

1. Conclusion and Future Vision for PSE

- 00:27:00

keywords brand identity, performance, stability, strategic focus, product expansion

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