Weve talked a lot over the past few years about companies who are trying to revolutionize their brand through unique marketing or an incredible product. At todays Shop.org Annual Summit, I heard one of the best case studies of reinvention Ive heard since, wellmaybe Apple. During his keynote,[url=http://www.handbags-zone.com]discount designer handbags,Coach purses on sale,free shipping[/url]

Columbia Sportswear EVP Mick McCormick discussed how the decades-old company had reinvented itself through new products and marketing. (Read a full recap on the wearfoot.com blog.)

As a part of his session, McCormick debuted a series of videos for Columbias newest line, Omni-Heat Electric. The ads feature daredevil adventurer Wim Hof, who has trained his body to withstand extreme cold temperatures. (And were not talking about running out to pick up a newspaper from your driveway in the middle of the winter. This guy ran a marathon in the Arctic Circle with no shirt and no shoes.)[b][url=http://www.wearfoot.com]cheap Oakley sunglasses,sunglasses shop[/url][/b]

Wim Hof might not get cold, the ads suggest, but normal people do. And if you cant make it through a blizzard without a parka C or at the very least, a pair of boots C you need to experiment with the latest Columbia innovation. (Man, I really hope these are available by Christmas.)

Want some marketing inspiration? Watch these videos.