comings & goings
August 21, 2019
Sunbrella has come to so clearly define performance fabrics that the brand is almost synonymous with the category. Such totality-level eclipsing of a market is certainly an enviable position. On the other hand, strong brand identification can be confining, making it difficult to move nimbly through the landscape and sell different things to different audiences. Dilemmas such as these are now in the hands of Steve Pawl, Sunbrella’s first-ever chief marketing officer.