What happens when a brand makes great products but struggles to give people a reason to care about the brand beyond the product itself?
Mike Peck, VP of Creative at Brooks Running, joins the show to discuss the role of creative in building distinctive brands, creating emotional connections, and driving long-term growth.
We explore why product innovation alone isn't enough to build a brand, why distinctiveness matters more than simply differentiating yourself from competitors, and why the job of creative is to get people thinking about your brand when they're not actively using your product.
Mike shares how Brooks approaches storytelling, the importance of building a recognizable brand through the combination of photography, voice, heritage, athletes, and community, and why telling a richer story requires more than beautiful imagery. We also discuss the opportunity in long-form and serialized content, why the running industry needs to have more fun (or, as Mike puts it, more joy), and why brands should prioritize doing one great thing over five good ones.
We also get into the challenges facing creative teams in the outdoor industry, the limitations of short-form advertising, and why some of the biggest opportunities might come from getting back to the fundamentals of great storytelling.
About:
This podcast is produced by Port Side, a creative agency that helps outdoor brands build relevance, recognition, and attention.
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