002 - ORBEA, human centric branding and management - with Ander Olariaga

This episode is in English.In this conversation, Dominik and Tim talk to Ander Olariaga, the Brand and Communication Director at Orbea. They discuss the history, brand identity, and unique aspects of the more than 180 years old company. Ander highlights Orbea's focus on reinvention, the influence of the Basque mindset, and the importance of racing involvement in product development. He also explains the MyO customization program and its impact on the brand's identity. He emphasizes Orbea's commitment to sustainability and the cooperative model, as well as the company's global expansion and European brand identity. The conversation explores the themes of connection, self-determination, building a community, impact on society, navigating the bike industry crisis, strategic positioning in the market, authenticity and consistency, proving the human-centered approach, and supporting the movement.If you want to know more about ORBEA visit https://Orbea.comIf you want to learn more about ADLIPS and join the MOVEMENT visit https://adlips.io