Why Kathmandu is going out there with its new brand platform and purpose Outdoor retailer's chief customer officer talks through the brand reposition work and articulation of purpose and values to drive growth Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu. The outdoor goods manufacturer and retailer last week debuted its new brand positioning, ‘We’re out there’, as well as its new purpose, to improve the wellbeing of the world through the outdoors, last week. Kathmandu’s first chief customer officer, Eva Barrett, told