Leatherman, a brand born from adversity in the mind of Tim Leatherman on July 7th, 1983, manufactures a variety of multi-purpose tools designed for the “do it yourselfer in everyone”. While traveling abroad, Leatherman was inspired to create a tool that was like a “boy scout knife with pliers”. He worked for years perfecting his early prototype until he earned his patent and began the Leatherman brand. Offering a wide range of “multi-tools” for any situation, it is a brand that “prepares people for the expected and the unexpected” and prides itself on being designed, manufactured, and distributed right in Oregon. The versatility of the Leatherman allows you to be prepared for your adventure no matter what it may be.
While listening to Leatherman’s longtime creative director, Anthony Perez, he emphasized the importance of locality for the identity of their business and why they pride themselves on staying true to the Oregon spirit. Leatherman’s marketing and manufacturing is inspired by the Oregon spirit of adventure, pioneering and earth-friendliness. Their methods of manufacturing are both environmentally conscious and meticulous in craft to insure reliability while protecting Oregon’s natural beauty. Due to Leatherman’s emphasis on locality, people around the world can confidently purchase a multi-tool knowing that it came from Portland, the site of the company’s only manufacturing facility.
By emphasizing the Oregon spirit in each product, Leatherman is able to maintain a strong bond with their customers through brand loyalty, earning them valuable free advertising through word of mouth. Their commitment to keeping everything Oregon is an important part of the brand’s soul and what, ultimately, wins them over with customers.
Nice job on this article. One thing you said caught my eye. You said “earning them valuable, free advertising through word of mouth.” I know what you mean by “free.” But did they earn that word of mouth? I’d be interested in what you think about that. Any theories?