DTC Podcast
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.
50:15
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Quick takeaways
- Crafting iconic brands through the fusion of innovation and captivating stories is crucial for brand evolution and creating authentic brand experiences.
- Avoid labeling marketing assets as 'content' and instead focus on delivering valuable and engaging brand experiences that reflect the brand's values and commitment to responsible business practices.
Deep dives
The Power of Storytelling in Shaping a Brand's Journey
Craft Sportswear's podcast episode explores the importance of storytelling in branding and brand evolution. The episode highlights the role of compelling narratives in creating authentic and engaging brand experiences, and emphasizes that good marketing is 90% storytelling. Nicholas, an industry expert, shares his experience crafting iconic brands and transforming outdoor brands into cultural icons through innovation and captivating stories. The podcast also discusses the future of branding, emphasizing the fusion of brand storytelling and strategic marketing, rather than viewing it as mere content.
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