When is it Time to Reinvent your Brand?

Rossi Boots
[L-R] Melinda Rossiter, Business Development Manager, Myron Mann, CEO & Jayne-Anne Power, Brand Marketing Manager in the retail shop at Rossi's HQ, 2019, image courtesy of Rossi Boots.

When is it Time to Reinvent your Brand?
The Family Business Voice

 
 
00:00 / 00:25:54
 
1X

On this episode of The Family Business Voice, Melinda Rossiter, Business Development Manager and fourth-generation family business member, talks to Ramia about Rossi Boots’ transformation and newfound flexibility after 110 years in boot making.

– In the past, Rossi Boots relied solely on its products – marketing wasn’t a priority. By the time the fourth generation joined, the family business needed a rejuvenation.

– The rise of imported goods meant Rossi boots could no longer rely on the model that had carried them for over a century.

– Under their leadership, Rossi has managed to reinvent itself as a forward-facing, global brand giving allowing access to a much larger consumer base.

– By keeping a portion of their business local, however, Rossi has stayed true to the regional Australian consumers that have been buying their products for over 100 years.