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."