The latest rebranding effort was provide by Mountain Equipment Co-op (MEC), which includes a new logo, campaign and brand platform called “Outsiders.” MEC not only provide a comprehensible map for customers to navigate its sprawling selection of outdoor categories, but also has gone deeper than the product level, segmenting each activity in store with a set of motivations and aspirations.

I have been to this store; it is a really good store. The store offers everything your heart desires outdoor, not only bicycles, but also: clothing, shoes, tents, backpacks, canoes, kayaks, all accessories to fishing articles, picnic and trekking articles, you can even find books in this store. The quality of all the products is great. It is not a thrift store, but the prices are reasonable. I never heard the advertising of this shop but I still know this shop and willing to go there again, so the product itself plays an important rule to attract consumers. If the product has a low quality, other factors like channels, customer relationship, revenue streams, key
 resources, key activities, key partnerships and cost structure will be useless.

http://strategyonline.ca/2013/09/19/mec-uses-consumer-motivations-to-inspire-a-rebrand/