Branding: The Integrated Shopper

An advantage Cabela's has over many brands is that it understands its customer like no other. In fact, many of the friendly, knowledgeable staffers at the stores and on the phone are actual customers who love the brand so much they've chosen to work there. Chances are, if these folks aren't working, they're standing in a stream somewhere casting their reels, wearing gear they bought at their own Cabela's. All brands can learn something from this: Know your customers intimately, and then invite them to be a part of the experience.