The twining of business competition and overzealous marketing often engenders an “over promise and under deliver” atmosphere. We see that in various brands. We get frustrated. Example, after countless re-designs and in-line fixes, it is no secret the Dynafit has struggled with making their bindings reliable, while other brands have ramped things up to levels of competition that were hard to imagine just a few years ago. Even so, huge numbers of skiers are perfectly happy with their Dynafit bindings, and credit where credit is due, Dynafit works hard to fix their mistakes. But let’s move beyond bindings — it is really about so much more. In nearly every ski touring equipment category, Dynafit has been what clearly overall is the most influential brand. My thoughts:

The white box with Dynafit logo could be called pretentious — we think it works. Click images to enlarge. Your opinions?

5. First and still only company to be completely ski touring vertical with branded and bona fide “self designed” bindings, boots, skis, and clothing.

The earth shook (just kidding) about 10 years ago when Salewa hired Reiner Gerstner as Brand Manager (or is that “Band” Manager? Only those on the inside know for sure).

Reiner managed a “rebranding” of the entire concern. He spearheaded development of the snow leopard logo, as well as helping focus the “Dynafit” brand on what was fast becoming a large worldwide market for ski touring gear.