Niclas Bornling

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.