Nowadays there are core brands and general brands. All right, but what is what? Are core brands only those that don’t do anything else but, in this case, snowboard products? I could take this, but what about those brands that might do tons of other things but spend lots of money supporting a “core” sport and its industry? Are these brands equally good as the super specific- core but non-supporting brands? I like small brands, run by creative and ambitious people but I like seeing the industry and the sport evolving and improving too. So back to the beginning: what is a core brand? And more important: Does it make any sense rating them by their “coreness”?