As a small team, how do you manage 5 very different bike brands? Jill and her team at Alta Cycling deal with this daily as they manage Diamondback, Raleigh, iZip, Redline, Haibike, and Ghost. In this episode, we talk about how they manage and differentiate each of the brands from each other but also from their competitors.
From the episode:
"You can't ignore a brand's heritage, but you do want people to know they are distinct brands."
"Should every brand be in digital? Because then are we cannibalizing our own buy and competing with ourselves?
"Being a bad artist made me a better marketer because it made me think a little more creatively."
We believe that great marketing is built on great storytelling, but those stories must be crafted with intention and purpose. This podcast was born from our mission to close the gap between marketing strategy and production execution, because it’s in the confluence of these two elements that brands are elevated, become culturally relevant, and establish a lasting legacy.
As a marketer in the outdoor industry, the odds are stacked against you. Does this sound familiar?
“You’re part of a small, talented, yet overworked team with a limited budget facing hundreds of ways to grow your brand and stand out in a sea of sameness. Some days you feel like quitting and getting a corporate job that pays more but then you realize, I get to work in an industry that some people only dream of working in. Sure the challenges are real, but this is better than a cubicle right?” If this sounds like you, you’re not alone.
Consider this podcast your guidebook to navigating the ever-changing world of marketing. This podcast is produced by Port Side Productions, a video production company that works with outdoor + athletic brands to help them stand out, launch products, build brand equity, and grow their business.
Storytellers by day, podcasters by night. While our day job keeps us busy creating films, we started this podcast because it's these types of deep, fundamental questions that keep us up at night.
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