Backcountry Marketing

Why Superfeet Rebuilt Their Brand Around Emotion


Listen Later

What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly, VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don’t see to a brand people feel.

 

We talk about why “Performance Amplified” became the rallying cry, how to build emotional resonance around an invisible product, and the surprising lessons they learned when media and consumers didn’t react the way they expected.

 

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

 

Enjoy this episode and discover other resources below:

Insight Deck | Want 20 of our favorite insights shared on the show? 

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind?  Share them with us here.

Patreon | Want to support us financially? 

 

...more
View all episodesView all episodes
Download on the App Store

Backcountry MarketingBy Port Side

  • 5
  • 5
  • 5
  • 5
  • 5

5

66 ratings


More shows like Backcountry Marketing

View all
Freakonomics Radio by Freakonomics Radio + Stitcher

Freakonomics Radio

32,128 Listeners

99% Invisible by Roman Mars

99% Invisible

26,183 Listeners

TED Radio Hour by NPR

TED Radio Hour

22,015 Listeners

Hidden Brain by Hidden Brain, Shankar Vedantam

Hidden Brain

43,663 Listeners

Science Vs by Spotify Studios

Science Vs

12,168 Listeners

BLISTER Podcast by BLISTER

BLISTER Podcast

515 Listeners

Outside Podcast by Outside

Outside Podcast

2,129 Listeners

How I Built This with Guy Raz by Guy Raz | Wondery

How I Built This with Guy Raz

30,275 Listeners

The Daily by The New York Times

The Daily

112,329 Listeners

Ologies with Alie Ward by Alie Ward

Ologies with Alie Ward

24,208 Listeners

The Diary Of A CEO with Steven Bartlett by DOAC

The Diary Of A CEO with Steven Bartlett

8,425 Listeners

The Colin and Samir Show by Colin and Samir

The Colin and Samir Show

586 Listeners

Hard Fork by The New York Times

Hard Fork

5,482 Listeners

Climbing Gold by Duct Tape Then Beer

Climbing Gold

860 Listeners