Game Changers with Molly Fletcher Steve Koonin on Creating An Innovative Culture
Apr 13, 2017
In this engaging conversation, Steve Koonin, a marketing and sports executive renowned for his innovative leadership at Coca-Cola and the Atlanta Hawks, shares his insights on creating a culture of innovation. He discusses transforming the Hawks' branding to appeal to younger audiences and the importance of risk-taking in marketing. Steve emphasizes empowering teams, rewarding creativity, and learning from failures. He also highlights community impact through initiatives like building basketball courts and advocates for a servant leadership approach that values chemistry over just skills.
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Fix Brand Apathy By Targeting Next-Gen Fans
- Atlanta had brand apathy where 83% of locals named a different favorite NBA team than the Hawks.
- Steve Koonin repositioned the Hawks to target younger, diverse Atlantans to build a distinct brand voice.
Research First, Then Shape Your Voice
- Do research to know who you're telling your story to and target messaging accordingly.
- Build a distinct social and brand voice that speaks to the audiences you want to win.
Emoji Schedule That Went Viral
- The Hawks released their season schedule entirely in emojis and it drove massive engagement for no media spend.
- The digital team launched it without needing Steve's permission and were rewarded for the success.
