"...I had the pleasure of chatting with Adam Petrick, Global Director of Brand + Marketing for Puma. His repositioning of a retro sneaker brand into one of the hottest fashion footwear companies in the world is a terrific example of marketing’s new ability to drive both brand as well as performance through winning experiences that are purposeful and tied to doing interesting things in the world. Following is a recap of our conversation:
Billee: I've been talking to leaders about how this period of flux we're in right now in the marketing space is impacting business. So, can we start with your thoughts on the current landscape?
Adam: When I think about the shift in the landscape with regard to the sneaker business, I see many retailers struggling to accommodate all the various changes that need to be made. The business environment is getting more and more challenging, regardless of the business you are in, because consumer expectations are getting higher across the board. And those expectations are impacting everything from wide distribution plans to specific retail partners connected with any given campaign. As a result, we’ve had to change the way that we get messages to consumers. I would say that we have to be less about the about message, and more about general behavior. We need to appeal to our consumer in a different way because at the end of the day saying “hi, please buy my shoe” doesn’t work.
As brands, we have to push ourselves to be interesting."
https://www.forbes.com/sites/billeehoward/2017/11/05/adam-petrick-storydoing/#5adc1f4aa84f
Billee: I've been talking to leaders about how this period of flux we're in right now in the marketing space is impacting business. So, can we start with your thoughts on the current landscape?
Adam: When I think about the shift in the landscape with regard to the sneaker business, I see many retailers struggling to accommodate all the various changes that need to be made. The business environment is getting more and more challenging, regardless of the business you are in, because consumer expectations are getting higher across the board. And those expectations are impacting everything from wide distribution plans to specific retail partners connected with any given campaign. As a result, we’ve had to change the way that we get messages to consumers. I would say that we have to be less about the about message, and more about general behavior. We need to appeal to our consumer in a different way because at the end of the day saying “hi, please buy my shoe” doesn’t work.
As brands, we have to push ourselves to be interesting."
https://www.forbes.com/sites/billeehoward/2017/11/05/adam-petrick-storydoing/#5adc1f4aa84f