Though Fiskars has been around since 1649, the brand lacked relevance with everyone who mattered. People knew of the brand, but it had no emotional resonance. We set out to change that. But first we had to elevate the conversation beyond our narrow, rational world of engineering and tools and center it where the emotion in the company’s categories naturally resides - in the highly personal and wonderfully expressive crafting and gardening experiences our audiences’ care so deeply about. Response from all audiences has been overwhelming since the work launched last year.