In this video, the founder of Outlier spoke at the PSFK Conference about using transparent communication for successful brand strategy.

Founder of Outlier Tailor Performance Clothing, Abe Burmeister, spoke at PSFK CONFERENCE 2014 about how he learned that clear communication both within and outside of his company could create a successful marketing strategy.

When Burmeister first formulated the idea for Outlier about five years ago, he developed a theory that a well-designed product will sell itself. But quickly into his rookie years as a clothing designer, he realized he was wrong, that marketing is essential for any business. At the same time, Burmeister saw a split definition in what clothing designers recognized as a quality product; there are some who pushed ‘cheap,’ and others who chased ‘luxury’ as the most important elements of marketing.

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