Palladium was relaunching in the boot category, with Timberland as the market leader and biggest competitor. Their imagery was all about the forest and the outdoors. Mountain scenery, trees, rivers and greenery. However, after an insight that most boot consumers were living in cities and not forests, we positioned Palladium as boots for the city, under the brand tagline ‘Engineered for City Terrain’. To make this differentiation really clear, we instituted a ‘no tree’ policy in all of our imagery. If you live in a forest, wear Timberland. But if you live in the city, wear Palladium. The brand skyrocketed, reaching 4x growth in just 4 years.