I just caught the latest LL Bean commercial - fantastic. It's one of the top 5 ads I've seen on national TV featuring a big, well-known company.
There are several excellent examples of positioning, USP (unique selling proposition), and, maybe a hint of real believability in this ad.
Question I'd have for the company, "What's next?" How can they capitalize on their new positioning attempt?
Check it out:
Here's one of their Google ads:
You can visit their site, here.