I’m blessed to be at Mammoth Mountain in northern California this week. It’s “ski week” for schools in California (no… that is NOT a joke), and our teenager, like so many others, is drawn to snowboarding like moth to flame. I grew up skiing, and then outgrew the urge. I tried snowboarding, and it was an unmitigated disaster. These days, I spend my time in Mammoth like a “brand detective,” watching, listening, and learning about what sells.
And what an amazing place for brand-watching this is.
It snowed 18 inches last night. There are 25-mile-per-hour winds. You can hear the cannons on the mountains, starting safe avalanches to avoid disasters. It’s a cold mess. But even in whiteout conditions, I can clearly see the Burton “B” everywhere I look.