Many times in recent times, I have had to ask myself the question: What is a "brand"? Especially in 2024 when everyone and their grandma has a brand, channel or podcast they are trying to plug. In addition to the understanding of what part Gnarkansas plays in the landscape of brands in Arkansas, it feels like we've been constantly under fire as a brand and most don't even know its happening. After years building this empire of love for the stoke, I honestly believed that the growth and history would protect foreign agents against stepping on our legacy. I was wrong. Between having our trademarked domain name being held ransom, and counterfeit mountain bike jerseys, the last few years have been mentally exhausting. The love for what we've gained from everyone over the last 15 years has truly been impactful and something that I will take the my grave with me. Gnarkansas is one of the greatest accomplishments in my life, next to the birth of my child and meeting my wife. This is why when being attacked, it's so hard on me and begs the question, "What is Gnarkansas?" to be unpacked.
To me, Gnarkansas was always a representation of the rad people that were around me and my desire to showcase their talents under a deserving spotlight. As time went on, the existence of the brand often pointed to me trying to keep the name in relevancy, less a fun outlet to share with my friends. During this time, we have been told that "people checked out our name and found out it was already taken" which creates such a distaste to me, when I think about the legacy we have created since 2010 and even before when we just hadn't formalized the brand. Years of content and shared memories, held in high honor by those who were involved, to be summed up as "That's a cool name - wish it wasn't taken already". We bleed Gnarkansas and have since before the transplants showed up. Even still, we make an effort to show up and show out, like we did at Coler Bike Preserve during Bentonville Bike Fest with the Season Finale at our remote podcast studio setup.
Either way, I will continue to fight for our brand and I am not going to be pushed around. Hopefully, these words are read the people that come across our sanctuary of sacred gnar-speech and think that they will try to engage in malicious activity. HOWEVER, everything has been fuel to my fire to get back on the pressing on the gas pedal. Maybe it was just the thing needed to get us back on track. To all that I have let down by slowing the Gnarkansas push - I am sorry. I can honestly say that burnout was directly an effector to this lack of activity. Also, social media just sucks these days(rant saved for another log entry). But now that our crew is growing in numbers, I feel a breathe of life being forced into our lungs via CPR. Things like the podcast, Naturally Gnar, is really putting some solid steam behind us and it feels good to have positive momentum. Also, we have been working with some great people over the past year that you should see more collaborations, as we progress.
On that, we do have many projects on the forefront and have a good chance of coming to fruition this year, if not next. I don't think I will spoil any surprises this time around but for the few brave enough to read this far into the editor's log, I will give you ONE tidbit of information to take home with you and know that your know an "insider secret" because quite frankly I know these posts don't get crazy traffic but I will hold onto the longform old school ways until the grave. I guess after I'm dead, Gnarkansas can do short form media! That will be the day - the eternal shred. Let's just say I used to aim to bring more events to the community in a way that we see events and we might be moving towards more stuff like that. Lastly, if you made it this far, it means you care somewhat about Gnarkansas and if you do, please consider buying some Gnarkansas Merch from the Online Store. If you already have everything you want but want to see more, contact us and let us know. Gnarkansas has been and always will be a brand of the people and for the people, and to me, that is "our brand".
-B. Herb
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