Authentic Influence

Kicking It with New Balance VP Global Marketing Chris Davis

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Welcome to another year of Authentic Influence! Today, we begin 2019 with a conversation with Chris Davis, VP Global Marketing at New Balance.

Specific topics to be covered in this episode:

  • Why New Balance prefers a network of ambassadors consisting of pro-level athletes and others over traditional "influencers" to develop true authenticity as opposed to advocacy
  • How New Balance balances product co-creation and content freedom to maximize the authentic value of its ambassador partners
  • The ways in which New Balance leverages "challenger" tactics in its marketing, and the implications it has for building influence against the grain
  • How New Balance has leaned into defying conformity and testing new initiatives, with the realization that comfort and growth cannot coexist
  • How peer-to-peer influence is the most authentic type of influence available in the market today
  • New Balance's upcoming partnerships across sports and beyond
  • Advice on how to become more authentic in general within messaging and branding

    • We hope you enjoy!

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    Learn more about Vivoom here. Vivoom is a consumer activation platform empowering brands to turn their prospects and customers into a network of authentic influencers.

    Enjoy!

    Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)

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    Authentic InfluenceBy Adam Conner
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