Gnar-core?

Being "core" in the snowboard industry is important to a branding program. But what does it mean to be "core"? Most assume that "core" is short for "hardcore", which may be true. I think that being "core" means being true to the intrinsic (aka "core") values of snowboarding. Brands that are good for snowboarding embrace what makes snowboarding cool in the first place, while adding their own ideas, so long as those ideas remain true to the core values. Generally, people like these brands and don't need to rationalize why. Brands that aren't good for snowboarding are those that follow the path of existing brands (industry leaders are special cases), and don't add to the culture. Generally, people have to convince themselves that these brands are cool. Unfortunately, few brands fall into the former category. This is bad for snowboarding's culture. But there is a way for you to help! Yes, YOU! Brands are built on ideas. So for you to help, all you have to do is buy the brands that are true to the core values of snowboarding. Snowboarding doesn't owe you shit. But as a snowboarder, you owe snowboarding to make it better. Don't buy crap just because a company throws the biggest parties or gives away the most beer. Buy the stuff that you wanna rock. HINT: If you have to convince yourself that (or rationalize why) a brand is cool, then it most likely isn't. Brands are like music: you like what you like, and you can't always reason why. But most people can differentiate between an entertainer and a musical artist, like between a core brand and a knock off. Rock your style and stand alone. All of a sudden, you're core.