We?re bombarded by advertisements all day, every day, virtually everywhere we look. This kind of over-saturation can lead to ?ad blindness,? where we just sort of tune out the ads around us to the best of our abilities.

While some brands work to find ever more irritating ways to get through to their target audiences, others are growing savvy to the fact that if you want to reach people, entice them to buy your products, and build trust in your brand, you have to actually provide them with something useful.

Swiss running brand On demonstrates one way to do that with the ?On Mountain Hut,? a beautiful reflective cabin set high up in the Alps on the Piz Lunghin. The project marks the launch of the brand?s latest collection, including its first hiking shoe, but it?s also designed to offer a little something special to runners and hikers in the area.
Swiss alpine huts are a centuries-old tradition, and while some can be rented and reserved ahead of time, others are first-come, first-serve and free to anyone who may come along.

The company explains: ?For us, the mountains are a source of energy, ideas, and innovation. They have the power to invigorate and provide fresh perspective. In fact, the first ever On business plan was put together by our three co-founders while hiking in Engadin. You might say that if it wasn?t for these mountains, On wouldn?t exist. Literally, they are our source.?

?Since then, they have continued to play a pivotal role in ...