The Agile Brand with Greg Kihlström® #642: Building brand loyalty by storydoing, with Dawn Fichot, Brompton Bicycle
Feb 24, 2025
Dawn Fichot, Head of Marketing for Brompton Bicycles, shares her insights on building brand loyalty through meaningful customer experiences. She discusses how Brompton fosters a loyal cycling community, emphasizing design and community leadership. Dawn highlights the shift from storytelling to 'storydoing,' showcasing how real-life, actionable experiences enhance engagement. The conversation also touches on strategic collaborations and the importance of diverse perspectives in uplifting brand values and customer connections.
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Conversation-Starting Design
- Brompton bikes' unique design sparks conversations and builds community organically.
- People often stop Dawn Fichot to discuss the bike's features and folding mechanism.
Empower Community Leaders
- Empower brand enthusiasts by creating official community leader programs.
- Provide training and resources to support their efforts in leading rides and engaging others.
Target Older Demographics
- While appealing to younger demographics is important, consider the growing older demographic.
- Reintroduce cycling to retirees seeking healthy, active lifestyles.