From Adidas to Decathlon : How to foster brand preferance | Ashley Reid | Decathlon [HORS-SERIE]

Join Ashley Reid, Director of Design Foundations at Decathlon Digital, as she shares her journey from Adidas to Decathlon and reveals the keys to fostering brand desirability and preference. Ashley points out that brand preference often stems from a sense of “belonging” and "authenticity". She tells personal stories, such as her first pair of Adidas shoes, to show how emotional connections and positive experiences with products strengthen brand loyalty. Her vision of the quality of Decathlon products and the in-store experience explains why consumers prefer this brand.Ashley emphasizes 👉 The essential role of design in creating brand preference, drawing on Simon Sinek's insights into Apple and Microsoft.👉 The importance of focusing on self-improvement and staying true to the brand's mission rather than focusing on competitors. 👉 How digital design enhances internal and external consumer experiences, promoting modernization and consistency within the brand. 👉Challenges of integrating retail and digital aspects and the importance of a cohesive design team that aligns with business and tech counterpartsTune in to learn:Ashley Reed's role and responsibilities at DecathlonCore principles of Brand desirability and preferanceAshley's personal anecdote about brand desirabilityDecathlon's brand desirability and community buildingPitfalls to avoid and best practices to foster brand preferanceBuilding a culture of design within the organizationChallenges of digital transformationThis espisode has been produced in collaboration with Decathlon Digital!Discover episode series featuring the voices of four collaborators from Decathlon Digital, diving deep into the challenges, strategies, and successes that shape the world of Product Marketing. The series will also explore key digital topics such as design and brand preference, and the place of women in tech. *******TIMESTAMP 🕰️00:00-Ashley's role at Decathlon01:48-What brought Ashley to Decathlon03:36-What is a desirable brand?05:56-Decathlon's Brand Desirability08:19-How to foster brand preferance10:42-Competition analysis trap15:36-Digital transformation challenges18:41-Building a culture of design23:49-Personal growth advice26:14-Create a desirable brand27:13-3questions I always askRESSOURCES🛠️Watch the video interview on YouTubeWritten key-takeways hereContact Ashley : [email protected] : "Range" by David Epstein and "Empowered" by Marty Cagan for personal growth and industry best practicesCONTACT ME👋Share you thoughts with me about the episode on Linkedin: your feedback brings me joy!Follow the Linkedin account Product Marketing Stories to stay updated on the release of new episodes.SUPPORT THE PODCAST FOR FREE🙏Subscribe 🔔 Leave a 5 ⭐ review on Spotify and Apple Podcasts (here).Mention the podcast on Linkedin and share it with everyone who wants to develop their skills in Product Marketing!Vous aimerez cette émission, si vous aimez : Marketing Square • Le Podcast du Marketing • Le café du market • Clef de Voûte • Lenny’s Podcast • Les podcasts du Ticket • Product SquadIci on parle de : Product Marketing • branding • business • communication • carrière • PMM • PM • Sales enablement • positionnement • messaging • go to market, • stratégie de lancement produit • copywriting • storytelling • inbound marketing • conseils marketing • marketing automation • marketing digital • growth marketing • persona • réseaux sociaux • stratégie • IA • freelance • audience • chatgpt • email marketing • saas tech B2B • B2C • use-cases • positioning • best practice • product management • women leadership • founding PMM • competitive intelligence • concurrence • insights • buyer persona • user journey • funnel marketing • marketing mix • design • product design • UX • UI • branding • brand strategy • Decathlon • Digital transformation