SOG rebranding by consultancy

Discussion in 'General Knife Discussion' started by sliceofaloha, Jul 20, 2020.

  1. sliceofaloha

    sliceofaloha Gold Member Gold Member

    Oct 4, 2018
    Came across this web page today, I'm not in any way associated with them. I'm putting this in GKD because part of the content on this link mentions how SOG's competitors were gaining marketshare from SOG and how knives are marketed in general:

    "SOG’s competitors were investing heavily in clear and engaging brand stories, supported by high-quality packaging and associated collateral, underpinned by aspirational imagery and clear, powerful technical information. This not only motivated consumers to buy, but enabled them to understand (and believe in) the performance capabilities of their chosen purchase. Because of the impact this was creating at retail level, SOG’s competitors were stealing market share."

    It's an interesting look into corporate rebranding. I'm rekindling an interest in SOG products, but their old fixed blades mostly. Scuba Demo, Tigershark, things like that. The Seki ones.

    The rebranding of SOG seems to have happened at least a few years ago.
    Zulus and GIRLYmann like this.
  2. GIRLYmann


    Nov 7, 2005
    artificially created hype may for a period
    stir intetest especially with social media.
    but credible first hand word of mouth
    does more to perpatuate brand loyalty.
    in some cases fancy packaging can persuade some ignorant folks to buy.
    but the consumer ends up paying more
    for new packaging.
    lmao "xxx's competitors were stealing market share". ???!
    now that's a stretch :)
  3. Zulus


    May 29, 2020
    I got a good name for new rebranded line - Grill the Bear
    Name brand new, but somewhat familiar to all customers.
    Yo Mama and sliceofaloha like this.
  4. willc

    willc Gold Member Gold Member

    Aug 13, 2013
    Packaging and a great backstory isn’t why I buy any of my knives.
    AntDog, marrenmiller, Quiet and 2 others like this.
  5. brownshoe

    brownshoe I support this site with my MIND

    Sep 6, 2002
    SOG lost market share due to lowering both the design and build quality of their products, not due to their competitors telling a better story.
  6. jideta

    jideta Gold Member Gold Member

    Apr 8, 2020
    I like their fixed; SEAL Pup etc.
    Folders, not so much. Looked good, but kinda cheap in the hand.
    Multi-tools had some good designs.
    I don't think just re-packaging and a new logo will help. They'll learn that once you get some kind of reputation good or bad, it stays with you a long time.
    Nothing distinctive about their stuff; I'd dump the whole line and start over.
    Korean Hog and sliceofaloha like this.
  7. not2sharp

    not2sharp Gold Member Gold Member

    Jun 29, 1999
    :confused:To a hammer everything looks like a nail. Obviously, Sog doesn’t have any good designers or production engineers, so the answer has to be faulty branding.

    rover, mdrgn79 and sliceofaloha like this.
  8. RealVendetta

    RealVendetta Gold Member Gold Member

    Sep 30, 2019
  9. K.O.D.

    K.O.D. Sanity Not Included Platinum Member

    Aug 21, 2013
    I lost interest in SOG many, many years ago. They just don't have much to offer for the knife knuts. Just another company relying on sales at brick and mortar stores to the unwitting and/or uncaring.
    Lee D, sliceofaloha and Murphjd25 like this.
  10. Murphjd25

    Murphjd25 Gold Member Gold Member

    Apr 27, 2016
    I’m a knife nut, and before we bought our house a few years ago we use to live a couple of blocks from the SOG factory and store in Lynnwood. I never stepped foot in there. I’ve had one of their SpecOps Elite Auto, and another folder many many years ago. The latter folder literally unscrewed itself and fell apart in my hand one day after use. Threw it away and never looked back. I hope they start making some better quality stuff, I don’t wish ill on them in anyway.
  11. Stelth


    Jul 15, 2007
    So after reading this thread I decided to look at some Sog knives. I bought two of their knives maybe 20 years ago. I still have one but it's never been a favorite. They seem to have really basic, uninspired products. I'm under the impression a lot of their products are made in China but I'm not curious enough to find out for sure because nothing they sell interests me. It seems like their target market is teenagers or people new to knives.
    Also, I'm under the impression they took their name from MACV-SOG as an attempt to create a military reputation.,_Vietnam_–_Studies_and_Observations_Group
    Last edited: Jul 20, 2020
    Nessmuk901 likes this.
  12. JeremiahWeaver09


    Nov 13, 2009
    well according to wikipedia the original sog knife was in fact designed for people involved in the studies and observations group, so the brand is actually based on a real knife that was made for people involved in the vietnam war.
    Nessmuk901, sliceofaloha and Stelth like this.
  13. Halfneck


    Jun 30, 2005
    The early SOG knives were outstanding. In my late teens I lusted after the Bowie. The original SOG Tomcat was a stout as hell folder for it's day - I regret selling mine. I bought a SOG SEAL 2000 due to all the SEAL hype. It was a good knife, but bigger than I liked to carry. Knew a few guys in my unit that carried SOG SEAL Pups and liked them.

    Early SOG knives were very good. To see what they are now is sad.
    jfk1110, Hairy Clipper, jux t and 3 others like this.
  14. Stelth


    Jul 15, 2007
    So they started in 1986 by selling a reproduction of the special ops knife used in Vietnam. Now I know more about them than I ever wanted to.
  15. NorthernSouthpaw

    NorthernSouthpaw Gold Member Gold Member

    Feb 27, 2014
    SOG has recently done a complete overhaul of their product line. Completely redesigned or discontinued a lot of old models. Especially folders.
    Looks to me like they are the first company to really take the expired patent on the Axis lock mechanism and build their brand around it.
    It seems most are built in either Taiwan or China. Nothing USA or Japan made from what I've seen.
    The pricing seems ok at best.
    I'm very "meh" about their offerings, but there is potential. Nothing right now really seems compelling enough to drop the coin for it though.
    For me it's wait and see.
    sliceofaloha likes this.
  16. Silent H

    Silent H Gold Member Gold Member

    Feb 1, 2018
    If this site is talking about a rebranding from a few years ago, it clearly didn't go well for them. They re-branded again this year, re-launching some of their more popular knives with better materials (on the surface at least, G10, D2 on the "budget" models, XHP on the higher end ones). Now they're printing "Studies and Observation Group" on the blades and they're leaning heavily on the XR lock. They seem to have removed most of the skulls and other tacticool stuff from the blades in the past year or two.

    I don't actually own any SOG knives, but the past year's models have seemed (slightly) more practical and less tacticool, big-box store oriented. I might actually consider buying some of their XR lock models, but that's because of the new lock, and maybe because there's less skull logos printed on the blades.
    Gideons and sliceofaloha like this.
  17. JeremiahWeaver09


    Nov 13, 2009
    i forgot to mention, i do actually have their Seal XR which is a very large USA made flipper, and i have to say the quality is excellent on the one i got. I also have one of their new made in taiwan tridents which i also felt was high quality. I think you guys should give some of the new stuff a chance if you like the look.

    moshow9, Gideons, jux t and 1 other person like this.
  18. dirc


    Jan 31, 2018
    you would think that any 'marketing' vp or consultant would understand that when you compete with $5 mtech's on design & skulls & tacticool, that you also can only expect about that pricerange

    I guess it took them quite a few years to realize it?
    sliceofaloha likes this.
  19. sabre cat

    sabre cat Basic Member Basic Member

    Jul 4, 2014
    I wish them well.

    If they can pull out of this slump, I hope they do.
    Most of their products I find don’t meet my needs but I do own a couple.

    It would be nice to see them back like they used to be.

    I personally would like to see them bring back the AirSOG folder. Add a pocket clip this time. And, make it here in the US or Japan.
    jfk1110 and sliceofaloha like this.
  20. sliceofaloha

    sliceofaloha Gold Member Gold Member

    Oct 4, 2018
    I think they stopped making these in 2007, she's a beauty. Scuba Demo - Seki City


Share This Page