In this discussion, Frank Croson, CMO at Northern Tool + Equipment, shares insights from his extensive background in retail marketing at major brands like Target and Best Buy. Joining him is Jim Nelson, a creative director known for work with iconic brands such as Harley Davidson and Porsche. They delve into Northern Tool's unique marketing strategy aimed at tradespeople, emphasizing humor and rugged identity. The duo explains how customer loyalty drives their advertising efforts and how they leverage relatable experiences to stand out in a competitive landscape.