What do Land Rover, Harley-Davidson, Barbour, Burberry, Carhartt, Timberland, Ray-Ban and Dr. Martens have in common? They all started off as rugged, utilitarian brands used for agricultural or military purposes (etc.) but all grew by expanding their relevance to a wider (civilian) audience. They have been able to command a price premium by maintaining the high quality of their products and using communications to positioning themselves as prestigious.

​Once a brand is well established, it can be difficult to change how consumers perceive it. But it is possible, as these examples illustrate.


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