I am 7 pages into my next read:  brand Hijack: marketing without marketing by Alex Wipperfurth and I am already in heaven.

Page 7 reads:  “Let’s be careful not to assume that consumers are a bunch of suckers.  They don’t devote themselves to brands becuase they want to provide free marketing for corporations.  They do it becuase some special brands offer up a vision that people can identify with, one that they want to involve themselves in more deeply.”

WOW:  This is why the extreme sports world will never be the same.  Our brand consulting side of the business, Hip Visions does just that.  Hip Visions lifts the boundaries of lifestyle identity and sets you free:  nVision action.

The new consumer is all about identity.  Today every product you buy, your car, your vanity plate, your cell phone, ringtone, music you listen to, clothes you wear, anything and everything all ammounts to who you are:  YOUR IDENTITY.  Who would believe that the extreme sports world, the biggest identity addicts–the guys who push the envelope because they live on the edge, have no clothing that aptly fits their lifestyle.  Imagine a free ride/DH mountain biker, bombing the mountain with a DC skateboards shirt on.  HOW LAME IS THAT?!  Why do kayakers wear surf stuff and skiiers wear snowboard gear?  These groups of people don’t even like each other, much less want to be identified with each other.

You are what you ride.  “Some special brands offer up a vision that people can identify with, one that they want to involve themselves in more deeply.”  If you ride a Kona Mountain Bike why wouldn’t you want to rock the Kona Tee?

Ladies and gentlemen we have reached the age of identity and it is our job at Hip Visions to ensure that the extreme sports world is up to speed.

Stay tuned.