Tecovas identified a storytelling OKR. It became a true ‘Love Letter to Texas’
Speaking at the Fast Company Grill at SXSW, CEO David Lafitte explained the Western apparel brand’s company-wide goal that focused on storytelling.
About three years ago, David Lafitte surveyed the website, social media, and marketing content from Tecovas, the Western apparel brand he leads, and realized that the messaging had become “very diluted.”
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