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I have a little exercise I like to do every so often when I’m rowing the boat: a word association game. I say the name of a company or brand, and the person fishing up front blurts out the first word that comes to mind. It actually gives me a good snapshot of how people perceive those brands, for better or worse. For example, I might say “Field & Stream” and you’d say “brilliant.” Or something like that. There are no right or wrong answers, and you can even play at your desk (just don’t shout the words out too loud, or people will think you have a screw loose.)

Give it a whirl with the following 20 names (If you don’t know the company, just skip it):

Orvis

Sage

Simms

Hatch Outdoors

Scott

Patagonia

Winston

Nautilus

St. Croix

Scientific Anglers

RIO

Redington

Fishpond

Costa

Smith

YETI

Tenkara

Abel

Hardy

Loomis

Here’s how my wife answered the other day:

Orvis (Tradition)

Sage (Fast)

Simms (American)

Hatch Outdoors (Solid)

Scott (Colorado)

Patagonia (Fleece)

Winston (Green)

Nautilus (Slick)

St. Croix (Value)

Scientific Anglers (Line)

RIO (Line… again)

Redington (Boots)

Fishpond (Eco)

Costa (Cool)

Smith (Ski)

YETI (Works)

Tenkara (Kids)

Abel (Cork)

Hardy (England)

Loomis (Bass)

Anything interesting come from you or your friends?

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