Saucony’s Post

Recently, a striking comment from lululemon founder, Chip Wilson, resurfaced in the news. Years after stepping down, his views still impact the brand's perception. Makes me think about the longterm impact of a founder's personal brand. 👀 Founders - your words and actions don't just represent you. Your public presence becomes intertwined with your company's identity, even long after you've stepped away from executive roles, and even if you don't want it to. This news underlines why personal branding for founders isn't just a nice-to-have; it's a must-have. It's a responsibility, not just during your tenure at the company but as a lasting legacy. Wilson's comments remind us that a founder's personal brand can — and does — influence the company's public image and customer relationships. It can shape culture, customer loyalty, and even market value. And importantly, this influence persists, shaping how BOTH the founder and the company are perceived in the public eye. For founders in particular, building a personal brand is more than self-promotion. It's about creating a narrative that aligns with your vision, values, and the ethos of your company. It's a commitment to represent not just your personal views but to consider the broader impact on the community you've built and the brand you've nurtured. What do you want to take a stand in? Does that align with the company's ethos? This is a powerful reminder: What we say and do matters. Not just in the moment, but in how it echoes through the life of the brand we create. Leaders and founders - how are you ensuring your personal brand positively reflects and supports the long-term vision and values of your companies? Have you thought about it? #PersonalBranding #LeadershipResponsibility #FounderImpact #BusinessEthics

Great example of how proper market research can unlock the needs of your audience and how you can make sure you meet them - by listening to their current audience, Abercrombie & Fitch grew their stock price by 400% over the course of the last year. Most companies have an idea of who their ICP is, and it's always worth asking these people what they are looking for from a brand like yours... and if you are delivering what they want (whether if its from formal surveys or less formal, digital audience research via reviews, reddit threads, and social listening). Then you can work to bridge the gap between what you are offering and what your customers want to spend money on. Of course, its always worth considering if your ICP needs to be reevaluated. For example, Stanley Thermos were originally sold to construction workers and was marketed as the cup for the "man's man." However, one social media woman discovered the cup, fell in love, and started sharing it with her followers. The marketing team at Stanley took notice. They then made lots of pastels and pink and started marketing them to women... and now women all over the US show off their Stanley water bottles (well, until the lead debacle). TLDR: Listen to your audience and consider if there's additional audiences who could benefit from your product... and test, test, test. #Marketing

From the Editor's Desk: Plus Under New Management https://lnkd.in/g3hyyxTp Look at what H&M did, with their Size, Diversity, and Inclusivity Consultant. A size-inclusive brand took the time to reach in, listen, learn, and apply their learning to better serve us. What these plus size brands that are run and owned by VC firms and with leadership who is not plus can do is take a page from H&M.

One of the hardest decisions for a dominant acquisitional brand is when to relent to the brand it has acquired. Chains like 7-Eleven, Casey's and Circle K have invested countless millions of $$$ to build their brand equity. At the same time, some companies they have acquired possess tremendous brand affinity. The dilemma is a contest between hubris vs humility [and i don't imply anything negative w "hubris"]. When BP bought the popular Amoco brand, many contend it was hubris that prompted BP to basically neuter the Amoco brand, especially in markets like Chicago where Amoco was brand-dominant. Conversely, Circle K showed wisdom in perpetuating the popular Holiday Stationstores brand, notably in Minnesota, where Holiday is a powerful player with strong consumer loyalty. Personally, i like this decision and it also affords Casey's time to determine a longer-term play in Texas. #caseys #lonestar #cspdailynews

Keeping up with culture is everything

Chip Wilson is shooting off his mouth again. Over on the Book of Face, it didn’t *feel* much like “backlash”…but if People Magazine says people are fired up, who am I to argue? Someone qualified to argue, actually. Turns out that the former CEO of Lululemon is back in the racks again stirring up controversy over the company’s new IDEA (Inclusion, Diversity, Equity and Action) focus. Chip Wilson departed the brand in 2015 but he still doesn’t want to see the brand he led turn into the Gap (or maybe he meant Athleta…their size-inclusive athleisure brand). “Lululemon is trying to become…everything to everybody,” he sputtered. First of all, make no mistake: Chip doesn’t want to see people in larger bodies in Lululemon. He’s stepped in it before on this topic. Of course, People says people–specifically the current people at Lululemon–are putting a lot of effort into ramping up inclusion efforts, even though it takes time and resources to turn things around. But *does* Wilson have a valid point? (even a broken clock is right twice a day) He went on to say that “the definition of a brand is that you’re NOT everything to everybody…you’ve got to be clear that you don’t want certain customers coming in.” He’s right about that part–even if he’s an ass. Don't you hate it when jerks are right? I tell clients all the time that it’s just as important to understand who you don’t serve as much as who you do because otherwise, you can waste a lot of time and treasure on prospects who aren’t the right fit. If you want to build a robust brand and business…exclusion needs to be done thoughtfully. What you say (and sometimes what you don’t say) is critically important to attracting the right people through the doors of your business and converting them into paying customers. Exclusion is a fine--and necessary--line for your bottom line. What say you? 📷 photo credit: DALL-E ::cough::

For all the celebrating of brand activations I do, there are always some that stand out as being utter failures. And while not every marketing campaign will be a hit, sometimes you have to wonder; "What were they thinking?" Check out Brandweek's highlights of the most high-profile company car crashes and what lessons can be learned. https://lnkd.in/ePGCFBhs #branddesign #brandingstrategy #2023trends #2023recap

Brands get into trouble due to the self-inflicted actions of their owners and leaders. Levi Strauss & Co. has work to do in order to reinvigorate itself for success. #brandstrategy #brandmanagement https://lnkd.in/gZdcBRad

7-Eleven's 'Brands with Heart' program is back, featuring nearly 50 innovative brands with a purpose. They will have the chance to place their products in 7-Eleven, Speedway, and Stripes stores across the U.S., all committed to making a positive impact. The growing importance of purpose-driven brands is undeniable, and it's no longer just a trend; it's a fundamental aspect of a successful business strategy. 7-Eleven's EVP, Marissa Jarratt, agrees as she underlines their mission to go beyond providing products and making a lasting difference. Brands that truly care about people, the planet, and communities are the ones that will thrive. Purpose isn't just a tagline; it's the heart of the brand. Check out the selected brands: https://ow.ly/J8qK50Q4Iz7 #Branding #PurposeDrivenBusinesses