What are the differences in marketing goals for Burton in its early years vs. today with growing competition?

Question

Basically, how have Burton's marketing goals changed from its early beginning to now with increased competition? Thanks for your input!

Answer 1

In the beginning Burton was all about the boards. For the first time in Snowboarding Burton's Softgoods (bags, clothing) has surpasses the board sales. Burton has shifted from a board companies that makes clothing to a Clothing companie that makes snowboards. The focus of Burton is no longer to make the best boards, it is now to make good boards and continue to grow it soft good lines. Like wise Burton has started several other sub companies like Anon Red and Gravis to continue to grow the companiess along with buying out Channel Island Surfboards they are reaching into all lifestyle sports and are no longer just a snowboard companie.