MinnPost: Small companies harness North Shore’s branding power

EXCERPT: “In preparation for last February’s Super Bowl, held at U.S. Bank Stadium in Minneapolis, Twin Cities boosters pushed a ‘Bold North’ theme that advertised the state’s hearty embrace of winter. In recent years, the Dayton brothers, Andrew and Eric, sons of the former governor, have stressed the “North” in their products, such as the clothing sold at Askov Finlayson, their men’s boutique whose website declares, ‘We don’t endure winter. We embrace it. Welcome to the North.’ Here on the North Shore, some small outlets have refined that statewide theme into a regional one that celebrates not only the North, broadly, but the North of the deep woods and, of course, the biggest of the Great Lakes. Among those businesses are a handful of apparel companies, like NorShore Clothing, that have emerged in recent years.” FULLSTORY: http://bit.ly/2WuXnsH