How brands can revitalize stale marketing, with Columbia Sportswear's Matt Sutton
Failed to add items
Sorry, we are unable to add the item because your shopping cart is already at capacity.
Add to basket failed.
Please try again later
Add to wishlist failed.
Please try again later
Remove from wishlist failed.
Please try again later
Adding to library failed
Please try again
Follow podcast failed
Unfollow podcast failed
How brands can revitalize stale marketing, with Columbia Sportswear's Matt Sutton
-
Narrated by:
-
By:
Summary
For the past several years, Columbia Sportswear's marketing was indistinguishable from the rest of the category. It wasn't until August last year that it adopted a much bolder strategy, bringing a distinct edge to all of its campaigns. "Engineered for Whatever" painted a different picture of the great outdoors, positioning it as a cruel and deadly mistress, and Columbia products as armor in a battle against death itself. Since then, the brand has brought that edge to a variety of campaigns. Matt Sutton, senior VP and head of marketing at Columbia Sportswear, joined this week's edition of the Marketer's Brief podcast to discuss this work and advise brands interested in making a similarly drastic pivot.
adbl_web_anon_alc_button_suppression_c
No reviews yet