Outdoor Retailer PPULSE The Winter 2018 HEADLINES / MERCHANDISING / MARKETING / BIG PICTURE / GLOBAL PERSPECTIVE / CASE STUDY THE TRIBE VIBE Follow the Authentic Path If you want to build a brand that resonates with your customers' outdoor lives, you need to prioritize affinty over utility. By Mike Geraci 10 OUTDOOR RETAILER / Winter 2018 Illustration by Kevin Howdeshell / The Brave Union