Steve Lesnard Builds Cutting-Edge Campaign for New North Face Line


As a venerable company with a 50-year history, The North Face is determined to present an image not as a decades-old brand with an established and “comfortable” reputation – but as a company that’s on the cutting edge of delivering state-of-the-art outdoor clothing products. The North Face wants to drive a new standard for the next generation of consumers. The firm recently rolled out its marketing campaign for FUTURLIGHT. It’s jackets, bibs and vests constructed with nanofiber technology. Nano-spinning holds potential as a historic game-changer to disrupt the status quo. It can shift the paradigm for what people expect from the performance of outdoor clothing and gear. The North Face’s new head of marketing, Steve Lesnard is running with FUTURELIGHT to create a campaign around this unparalleled product to bolster the image of his company’s brand.

A tagline developed for FUTURLIGHT by Lesnard and his team says it all: “Defy the past; wear the future.” Steve Lesnard said the campaign leveraging FUTURELIGHT is also proactive, rather than passive. He is encouraging users of the product to create and contribute their own stories of adventure and exploration using social media and other means to share their experience. “Defy the future; wear the past” bears the classic characteristics of a Steve Lesnard marketing approach. That means creating a marketing message that is simple, concise, punchy and easy to deliver – while also being highly memorable.

Lesnard is ever conscious that today’s marketing message must perform well in the lightening-fast environment of social media communication. At the same time, actively involving real users of the product builds a grassroots momentum and generates one of the most powerful forms of marketing – WOM – Word of Mouth advertising. Studies show that people are much more likely to buy a product if it is recommended by a trusted friend or family member, rather than being pitched by a slick advertisement. Steve Lesnard said a successful marketing campaign must stand apart. It must do something significant to position itself against the competition in a strikingly favorable way. It’s not just getting noticed, Lesnard said, but getting noticed in a visceral, proactive way.

Boraie Now Offers Homes in Their Attractive North Beach Residential Complex


Boraie Development has a new apartment complex project in the Atlantic City area that includes the execution of a three-structure edifice. Thus, Boraie believes that the North Beach residential project is going to continue to be the most attractive residential complex presently available for individuals who wish to live in Atlantic City. The property managers in Boraie declared that they designed each apartment to provide the accommodation that people are seeking to possess.This residential project on North Beach is additionally in an unusually sought-after neighborhood that is close to the center of the town.

At the same time, Boraie is a company that is committed to making Atlantic City a more enjoyable place. Boraie is banking on the possibility that their outstanding North Beach complex is going to grow into the most elegant apartment housing project in the area. The plaza at the heart of the North Beach complex also contains an array of stunning facilities that constitute an astonishingly scenic communal environment. Additionally, Boraie is presently offering units to new residents in their North Beach complex in Atlantic City. Boraie feels honored that the North Beach complex will be a cost-effective solution for people in the area who may wish to live close to the coast. On the other hand, Boraie was very intelligent when they designed this complex, and they arranged all their North Beach apartments around a large and attractive central area. Also, a primary reason why Boraie built this complex is that Atlantic City is unquestionably a beautiful area.

Toyo Setal Produces Contract-Winning Proposal


Toyo Setal is an industrial company from Brazil. They are well-established; and have been responsible for some of their country’s biggest infrastructure projects. The main objective of Toyo Setal is to aid in the development and completion of complex projects. What has made the international company such a success is their ability to provide tactful service. TS has consistently proven itself able to adapt to various industries; when working on a given project. One of the most recent successes of the company has been winning the Rio de Janeiro contract. In a bidding process that took more than a year to finalize, Toyo Setal won the rights to develop the Petrochemical Complex in Rio de Janeiro.

The deadline for the project’s completion is 18 months. The initial contract bidding started in 2015. After discrepancies surfaced in the paperwork, the process was stalled for a couple of years. Prior to winning the big contract, Toyo Setal did their research on the company they would be working with. By studying past projects and current analytics, TS from Brazil was able to present a tactful proposal; that ultimately won them the contract. The partnering company is developer giant, Petrobras. They are now the biggest contracted project that Toyo Setal has.

One of the immediate benefits of this project is that it will produce more 5,000 new job opportunities for Brazil. This will boost the local economy in a major way. The Petrochemical Complex project has arrived right on time. The city of Rio de Janeiro has been in an economic crisis for years; due to a shortage of employment chances. The Rio de Janeiro Petrochemical Complex is set to be a massive oil refinery. Although slightly different from the initial plan; COMPERJ will produce hundreds of thousands of oil barrels every day. This will fuel an already booming gasoline industry.