Look in your pocket or bag right now. Go, on…we’ll wait. Ryan Coulter from The James Brand believes what we carry every day says something about who we are. Do you need to be professional helicopter pilot or a mountaineer for permission to carry a pocketknife? We say, ‘heck no’! The James Brand is challenging traditional ideas of who is part of the modern knife community and why you might want to be a part of it too.   We discuss how The James Brand is making carrying a pocketknife cool for the everyday person outside of the hunting and fishing audience. We dig into audience targeting, product innovation, and how to be a challenger brand in “Knife Town”, Oregon.   Some highlights of what we cover: How to find your brand’s white space The importance of simplicity in product innovation Why The James Brand chose to set up shop in a highly competitive community How challenger brand’s have unique permissions legacy brands do not   Ryan Coulter is the Founder and Chief Creative Officer of The James Brand.  He’s spent his career revolving between corporate design and innovation (Burton Snowboards, Nike), consulting and entrepreneurial endeavors. He lives in Portland, Oregon with his partner and their two children.    Connect with Ryan: https://www.facebook.com/coultaire https://www.linkedin.com/in/ryan-coulter-ab95531/   Learn more about The James Brand: www.thejamesbrand.com https://www.instagram.com/thejamesbrand/   If you’re a brand who needs tangible ways to put purpose into practice throughout your marketing, this is what the host specializes in. Contact Jacqueline Lieberman at her marketing consultancy www.brandcrudo.com or [email protected].   See omnystudio.com/listener for privacy information.