Marketing Moment: Betts gets better with Lillie Brown (Ep.118)

Building a purpos This week on Got Marketing?, we’re back with a quick fire Marketing Moment — a short and punchy episode that dives into one topic worth your time. Mia is joined by fan-favourite guest and Campaign Del Mar’s Community Manager, Lillie Brown, to unpack the repositioning of iconic Australian footwear brand, Betts. Once known for school shoes and shopping centre convenience, Betts is stepping into a new era under the creative direction of Jess Hatzis — co-founder of Frank Body and Willow & Blake. Together, they’re redefining what it means to modernise a legacy brand with deep roots and fresh ambition. Mia and Lillie explore what makes this rebrand so strong, what smaller businesses can learn from it, and why real brand repositioning goes far beyond a new logo. 🎧 Press play if you love a brand glow-up story done right — and want to understand what repositioning really means in practice. DM us anytime, or leave a review if you found it valuable.   What you’ll take away from in this episode:  ✨ What brand positioning actually is (and why it lives in your customer’s mind, not your brand book) ✨ How Betts evolved from a shopping centre staple to an elevated fashion brand ✨ Why simplifying your audience focus can grow your relevance — not shrink it ✨ The difference between a rebrand and a true repositioning ✨ The power of collaborating with entrepreneurial, culturally fluent talent (hello, Jess Hatzis) ✨ Why legacy brands lose momentum when they only hire from inside their own echo chamber ✨ Lessons for small business owners: how to see your brand clearly when you’re too close to it   Connect with Lillie Brown: Website: https://www.lilliebrown.com/ Instagram: https://www.instagram.com/sexwithlillie/ LinkedIn: https://www.linkedin.com/in/lillie-brown/   Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram   Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes.   Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM.    🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link.    Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.