Braden Hoeppner (Herschel Supply Co.)

Apr. 23

On this episode of Marketing News Canada Darian chats with Senior Vice President of marketing for Herschel Supply, Braden Hoeppner. You’ve probably seen their trademark backpacks around town or in the movies before. Braden is responsible for global marketing strategy and execution. Before Herschel, he led marketing and eCommerce for multiple Vancouver-based brands including SAXX Underwear, Kit and Ace, and Clearly Contacts.

Herschel backpacks are sold in 94 countries worldwide. The instantly recognizable iconic woven label helps distinguish this unique brand. The widespread awareness of this brand offers them the ability to remain culturally relevant. Braden explains that there is an “organic aspect” and an intentional aspect to the bags. They work with producers to purposefully place the backpacks in certain areas. Inspired by “heritage mountaineering of the past” these bags are classic but made through a modern lens.

With a bachelor’s degree in general studies and a certificate in community economic development, he landed himself a junior analytics role at Telus. He started off his career in a fast-paced learning environment. All it took was for one manager to convince him he was a marketer at heart.

Herschel maintains a high standard when it comes to working with its clients. A consumer-focused business that’s dynamic when it comes to customer concerns. There’s a critical component between the agencies and the clients. Being super clear with your vision and delivering on your original promise is important. The ability to push potential clients to see your vision in a new light is key. He explains that being constantly inside the business can be “blinding” so it’s important to gain perspective.

Braden compares marketing to a banana split. With a banana split, you can see all the different ingredients. Unlike a milkshake that’s been blended together. You can see all the parts coming together to make a beautiful dessert, but on their own, the ingredients are boring and one-dimensional. He expresses the importance of unique parts and why they work much better together.

“The more those different specialists can talk together, align the plans on the calendar and then really go and execute it. I think that’s where you have a bigger impact.”

With summer fast approaching, Braden says Herschel will be diving into new categories. He’s excited to discover more areas the company can fill the need for different bags. Herschel will be “fine tuning the messaging and positioning” of the brand. Dedicated customers can expect more high-quality bags in the near future.

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