Three years ago, when Alegra O’Hare took the reins of Adidas Originals, the seminal German brand’s line of casual sportswear, she did what most senior-level marketers would: she decided to change everything. At least, that was her plan. Early on, she was in a focus group and, on a whim, asked the moderator to ask a participant, “What pisses you off about brands?” The man responded, “I hate it when they get stuck in their own paradigm.”
“I listened to him,” O’Hare remembers, “and I was thinking, ‘I’m frickin’ stuck in my own paradigm.’”
It was then that the vp of global brand communications realized that changing everything just to leave your mark— instead of truly considering what was right for the brand— wasn’t going to achieve the growth she’d had in mind. “OK,” O’Hare told herself. “We’re starting over.”
That aha moment led O’Hare to create a strategy built around making sure Adidas Originals never gets stuck in its own paradigm. But what does that mean?
この記事は ADWEEK の October 16, 2017 版に掲載されています。
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この記事は ADWEEK の October 16, 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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