KA-BAR knives knows it's consumer (and target consumer), which is evident by their latest campaign "Hardcore Lives. Hardcore Knives." that is aimed at men who are into hunting, fishing, the great outdoors, and who are in the military.
To illustrate this, they have 3 videos on their new website that depict real stories from consumers, through animated what? That's right - through animated tattoos.
Cause if you don't have a KA-BAR knife and a tattoo, you're not hardcore. Duh.