Branding the Apocalypse

It has become hip to become prepared. "Prepping" is a growing industry. Outfitter Cabela's is capitalizing on it, growing from a low of about $5 a share in 2009 to today's current $52 with, among other items, backpacks, first-aid kits, camouflage, concentrated nutrition bars, edged weapons, multi-tools, signaling devices, anti-microbial water bottles and, of course, Mylar survival blankets.