MOVEMENT MOMENTS - ORBEA – When company culture becomes a brand advantage - with Ander Olariaga

In this MOVEMENT MOMENT, we speak with Ander Olariaga, Brand Manager of Orbea, about a unique business model in the bike industry: the cooperative.Ander explains what makes Orbea special as part of the Mondragon Corporation, one of the world's largest cooperative groups with over 100,000 employees. We discuss the democratic "One Person, One Vote" principle, a maximum salary gap of 4.2:1 between highest and lowest earners, and how 10% of profits flow into social projects.Additionally, Ander shares the results of an internal study on Orbea's brand differentiation: a story of reinvention, authentic cycling territory, personalization and flexibility and why the cooperative structure itself becomes a brand advantage. An episode about values that are more than marketing promises.Listen to the full episode here:🎧 Spotifyhttps://open.spotify.com/episode/0SMW3piMgoXi1nbPRGgGRu?si=af63657f2a3547d0🎧 Apple Podcastshttps://podcasts.apple.com/de/podcast/movement-branding-for-the-bike-industry/id1730709786?i=1000647446771🎧 Amazon Musichttps://music.amazon.com/podcasts/3c4890ee-e4cf-4442-ba8f-19169351810f/episodes/0c1f0021-24ac-4f09-b3cc-6eafab4a34a1/movement---branding-for-the-bike-industry-002---orbea-human-centric-branding-and-management---with-ander-olariaga🎧 DEEZERhttps://link.deezer.com/s/32PdsJ83ZptxFOyGnk1Rb🎧 YouTubehttps://youtu.be/c76zxs7qkBY?si=btJSfdgE_s0PBS6RFind the complete catalog with all episodes at https://adlips.io/movementThanks for your attention 🫶🏼