Kicking It with New Balance VP Global Marketing Chris Davis
Authenticity over Advocacy, Bucking Trends, Challengers, and More
Welcome to another year of Authentic Influence! Today, we begin 2019 with a conversation with Chris Davis, VP Global Marketing at New Balance.
Specific topics to be covered in this episode:
- Why New Balance prefers a network of ambassadors consisting of pro-level athletes and others over traditional "influencers" to develop true authenticity as opposed to advocacy
- How New Balance balances product co-creation and content freedom to maximize the authentic value of its ambassador partners
- The ways in which New Balance leverages "challenger" tactics in its marketing, and the implications it has for building influence against the grain
- How New Balance has leaned into defying conformity and testing new initiatives, with the realization that comfort and growth cannot coexist
- How peer-to-peer influence is the most authentic type of influence available in the market today
- New Balance's upcoming partnerships across sports and beyond
- Advice on how to become more authentic in general within messaging and branding
We hope you enjoy!
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Learn more about Vivoom here. Vivoom is a consumer activation platform empowering brands to turn their prospects and customers into a network of authentic influencers.
Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)