#56: WHOOP SVP of Marketing John Sullivan | Building a Durable Brand

Today, I’m speaking with John Sullivan. He’s the Senior Vice President of Marketing at WHOOP, which is a wearable fitness tracker with a devoted fan base and an impressive list of celebrity ambassadors. John is a proponent of brand durability and he has helped re-center WHOOP from a niche software utilized by sports organizations like the New York Yankees to a wildly popular personal performance coach that you wear on your wrist. He joined me LIVE at Advertising Week New York to talk about how to build a durable brand and today, we’re sharing that conversation with all of you, our podcast listeners. On today’s episode you’ll learn: What two pillars constitute a “durable brand” How storytelling can help sell a product that you don’t always see How WHOOP is incorporating AI into their user experience Brought to you by Mekanism.