039 - Liv Cycling – Building the world's only dedicated women's bike brand – with Cassondra Spring

Cassondra Spring is Global Brand Lead at Liv Cycling, the only dedicated women's bike brand in the world. In this episode, Tim and Cassondra talk about what it actually takes to build a brand that serves an audience the industry had largely ignored, and why getting it right required more than good intentions.We talk about Bonnie Tu, the woman who founded Liv inside one of the world's largest bicycle corporations and had to fight for the idea from day one. About what it means to design a bike brand for women from the ground up, not just adapt what already exists. About retail as the moment where brand promise either gets fulfilled or quietly falls apart. And about why the bike industry still speaks to too narrow an audience, and what it costs us.Cassondra also shares her perspective on community as a brand tool, the rise of women's professional cycling, and why transformation is what people are really looking for when they walk into a bike shop.The video about LIV's founder Bonnie we have been talking about https://www.youtube.com/watch?v=m_ySoTZuNGUMore about Liv Cycling at https://liv-cycling.comTo learn more about us and the ADLIPS Branding Studio go to https://adlips.ioThanks for listening 🫶🏼