Ibex GM Bonie Shupe on Reviving a Brand

"Mindset over skillset." After our summer hiatus, we're back with a new episode of Outside By Design! To kick off the episode, Lisa and Iris discuss a brand-new program offering at WHEELIE: the Rebrand Program. In 12 weeks, this live, digital rebrand program will leave you with a fully-custom, updated brand with a plan. And our guest for this episode is no stranger to rebranding and revamping an existing outdoor brand. Bonie Shupe is the GM and Director of Product at Ibex, a brand that once went out of business but was brought back from the ashes. Bonie discusses navigating a brand's identity as both an old and a new company, rebuilding trust through authenticity, and reframing Ibex's mission and values into the future.   Follow Bonie: @bonieshupe LinkedIn Ibex Insiders   wheeliecreative.com/rebrand   Follow us on Instagram: @wheeliecreative View past episodes, transcripts, and more info about the show: wheeliecreative.com/blog Don't forget to subscribe and if you haven't already, please leave us a review to let us know what you think about the show!