Vineyard Vines has taken down their competition, Brooks Brothers, through the power of smart, strategic branding. Vineyard Vines has done everything the right way since they started their new brand. Brooks Brothers used to be a “top shelf” brand, but is now doing everything wrong from a branding perspective. Brooks Brothers sells their brand with a constant 50% off sales and builds more outlet stores near major interstates. Brooks Brothers used to be a refined store, but now their customer strategy is “come one, come all.” Brooks Brothers are not adhering to their customers’ needs and desires, where as Vineyard Vines has taken the right approaches to please their customers.