{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/67ced37404bbfb91401dba30/696e324c4796fcbb570cb862?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Building a culturally relevant brand","description":"<p>Can a brand be too old to be relevant? Or too new to have a legacy?</p><p><br></p><p>In this episode of <strong>Connecting the dots</strong>, we sit down with <a href=\"https://www.linkedin.com/in/alexmatt/\" rel=\"noopener noreferrer\" target=\"_blank\"><strong>Alexander Matt</strong></a>, former Global CMO at Fjällräven and the strategic mind behind iconic brand moments at Adidas Originals and Levi’s.</p><p><br></p><p>Many leaders feel the pressure to deliver short-term revenue, often at the expense of long-term brand equity. Alexander challenges the idea that \"legacy\" equals strength, arguing instead that <strong>cultural relevance</strong> is the only way to build a brand people will actually \"fight for\".</p><p><br></p><p><strong>We dive deep into:</strong></p><ul><li><strong>The 3 pillars of relevance:</strong> Why you need community, a strong point of view, and radical consistency to stay ahead.</li><li><strong>The Stan Smith relaunch:</strong> How Adidas took a discounted shoe off the market for a year to save its soul—a masterclass in internal alignment.</li><li><strong>Commercial brand building:</strong> Why loyal, active consumers are the most profitable growth engine for your business.</li><li><strong>Measuring what matters:</strong> Why you should ditch vanity metrics for NPS and active consumer growth.</li></ul><p><br></p><p><strong>📩 GET THE BONUS CONTENT</strong> </p><p>What’s the one thing Alexander would do differently if building a brand from scratch today? We asked him a bonus question that didn’t make the final edit.</p><p><strong>Subscribe to the newsletter to read his answer:</strong> <a href=\"https://bit.ly/4pEx0gi\" rel=\"noopener noreferrer\" target=\"_blank\">https://bit.ly/4pEx0gi</a></p><p><br></p><p><strong>📖 READ THE FULL RECAP</strong> </p><p>Check out the blog post for a practical recap and applicable takeaways: https://bit.ly/45hMOhu </p>","author_name":"Precis Digital"}