{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/68ef1f6ace402940bc5719be/694100f180257c9e352b9268?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"How To Build An Aspirational Brand In An Unexpected Category with Fiona Cortis","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/68ef1f6ace402940bc5719be/1765867712858-8edfdb9d-747b-4e6e-8ada-86f323792c2f.jpeg?height=200","description":"<p>In this episode of <em>The Marketing Clubhouse</em>, we sit down with Fiona Cortis, Head of Marketing at Blunt Umbrellas, to unpack how one of the most functional product categories has been transformed into a globally aspirational brand. </p><p><br></p><p>From leading Blunt’s bold 2023 rebrand to balancing long-term brand equity with performance marketing, Fiona shares practical lessons from building a Kiwi brand on the world stage. The conversation dives into metrics, creativity, AI, and the habits that help marketers build brands that actually last.</p><h3><br></h3><p>We unpack:</p><ul><li>How Blunt redefined umbrellas from a purely practical product into a stylish, emotionally driven brand</li><li>Scaling a global brand across NZ, Australia, the UK and the US - without losing Kiwi authenticity</li><li>Blending long-term brand building with short-term performance marketing (and why you need both)</li><li>Using metrics to track brand health and digital performance in a data-led, realistic way</li><li>When tactical activations like DOOH and weather-triggered ads work - and when they don’t</li><li>The role AI plays in modern marketing teams, from creative experimentation to efficiency gains</li></ul><p><br></p><p>This episode is for marketers who want to build brands that stand out in unexpected categories - without losing sight of performance. </p><p><br></p><p>If you’re navigating the tension between long-term brand building and short-term results, scaling a brand internationally, or trying to make “boring” products feel desirable, Fiona’s insights are practical, honest, and immediately useful.</p><p><br></p><p>You’ll walk away with clear thinking on how to balance creativity with data, experiment without gimmicks, and build resilient brands that last beyond the latest trend.</p><p><br></p>","author_name":"The Marketing Club"}