#Toughmother GertBoyle borrdersperrinnorrander

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What One Tough Mother can teach us about guts and advertising

Looking for an inspiring business book and biography? Read “One Tough Mother: Taking Charge in Life, Business and Apple Pies”, the story of how legendary business woman Gert Boyle and her son Tim took Columbia Sportswear from a locally known company to globally successful empire.  The catch? Gert didn’t have any internships, entry-level jobs or grad school. Nope. When her husband died unexpectedly, she went straight from 21 years of being a stay-at-home mother to running the family business with her college-aged son Tim.  Her courageous, B.S-free, and totally authentic approach to life and business are hugely inspiring.

 And as a long-time advertising agency brat, I was completely smitten by credit and respect she gave to Portland-based agency Borders Perrin Norrander for the bold work they did to differentiate Columbia Sportswear. At a time when the industry was dominated by men, Bill Borders, Wes Perrin, and Mark Norrander had the foresight to recognize that Gert’s toughness and motherly love could be a tremendous asset.  Ever-practical, Gert and Tim first ran the work by some of their most-trusted, most reliable customers to validate the approach.

They did, and “The Tough Mother” campaign took hold, helping the world see Columbia as not just another outwear company featuring pictures of gorgeous people doing the impossible, but establishing it as the company where the cranky and crochety old broad made sure that they were getting a good product at a fair price.  

Running for over two decades, the work was quirky and hugely memorable, going to great lengths to prove all Columbia products are thoroughly tested. In one commercial, Gert has her son Tim test waterproof apparel by literally going through a car wish. Or, to demonstrate how wind resistant Columbia gear is, Tim gets strapped to a car roof and drives through a snow storm. And, to prove the gear is meant for extreme cold, Tim rides with the sled dogs.

This image of frugal, extracting Gert took hold—especially because it was so true. Product, brand, and human insights all aligned—Columbia products are tested tough, the brand exists to protect people from the elements, and buyers want to feel like someone really and truly has our backs in the way a supportive mother does. Like Gert.

The campaign was awesome—and so is the fact that Gert spent nearly an entire chapter of the book giving much of the credit to the company’s dramatic rise in sales to the campaign. She willingly admits that it “was the best decision we ever made”.  To see a Chairman of a global empire acknowledge the role their brand agency plays in their success demonstrates the kind of respect Columbia has for their agency partners. No wonder the work has been so good.

Gert ends the book asking for readers to create a “Gert-ism” to share. Think of this as a headline for the now retired “Tough Mother” campaign. I can’t resist the invitation, so this one’s for you Ma Boyle:

Step away from your screens and go play outside!

And she’ll make sure you don’t have any excuses!