Ep 376: Don't Dare Call it CONTENT! The Art of Brand Storytelling with Niclas Bornling from Craft Sportswear

Feb 5, 2024

Niclas Bornling, who has transformed iconic brands like Salomon and Craft Sportswear, discusses the power of storytelling in branding. He shares pivotal moments in brand evolution and emphasizes the fusion of brand storytelling and strategic marketing. Niclas also pitches the idea of viewing customers as users rather than consumers. Topics include simplicity in brand storytelling, the influence of snowboarding on Salomon, Houdini's counter-cultural branding strategy, and the rise of challenger brands in the running shoe industry.

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Introduction

00:00 • 2min

The Art of Brand Storytelling and the Importance of a Good Story

02:18 • 2min

The Importance of Simplicity in Brand Storytelling

04:44 • 2min

The Rise of Snowboarding and its Influence on Salomon

07:09 • 18min

Houdini: A Counter-Cultural Branding Strategy

25:36 • 4min

Challenger Brands in the Running Shoe Industry

29:45 • 18min

The Power of Personal Branding and Monetization

47:40 • 3min

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Hello and welcome to the DTC Podcast, I’m Eric Dyck. Today, we’re excited to have an incredible guest, Niclas, who has masterfully woven the art of storytelling into the fabric of branding, transforming iconic brands like Salomon, New Era, Keen, Houdini and currently Craft Sportwear, a trail running brand cashing in on the newish wave of niche purpose sportswear, headlined by billion dollar brands On running, and Hoka.

In this episode, we delve into the pivotal moments of brand evolution and the power of a compelling narrative in shaping a brand's journey. We'll explore the intersection of brand identity and performance marketing, and the crucial role of storytelling in creating an authentic and engaging brand experience.

The Eureka Moment: where niclas realized everything is a story, and how it revolutionized his approach at Salomon and Houdini.

Crafting Iconic Brands: Learn how Niclas helped transform these outdoor brands into cultural icons, blending innovation with captivating stories.

Future of Branding and why you should never call what you make CONTENT, instead focusing on the fusion of brand story telling and strategic marketing.

Niclas also pitches me on changing the name of this podcast to Direct to User, eflecting his philosophy and approach while working with brands like Houdini, where the focus is on viewing customers not just as consumers but as users who actively engage with the product.

I'll take it under consideration, but I already have the hat...sooo

Join us as we uncover these insightful perspectives with Niclas, offering valuable lessons for brand builders and marketers alike.

Timestamps:

00:00:00 - Introduction to Niclas Bornling and the Art of Storytelling in Branding

00:02:00 - The Evolution of Brand Identity at Salomon and the Outdoor Industry

00:14:20 - Breaking Into the Running Shoe Market: Insights from Craft Sportswear

00:33:10 - The Rise of Challenger Brands in Running Footwear: Hoka and On's Success

00:47:30 - Direct Response Marketing Strategies in Sports Apparel

Hashtags:

#BrandStorytelling

#RunningShoes

#DTCMarketing

#SportsApparel

#CraftSportswear

#InnovationInSports

#AthleteBranding

#MarketingStrategies

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