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 counterparts

Tune in to learn:

• Ashley Reed's role and responsibilities at Decathlon

• Core principles of Brand desirability and preferance

• Ashley's personal anecdote about brand desirability

• Decathlon's brand desirability and community building

• Pitfalls to avoid and best practices to foster brand preferance

• Building a culture of design within the organization

• Challenges of digital transformation

This 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.

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TIMESTAMP 🕰️

00:00-Ashley's role at Decathlon

01:48-What brought Ashley to Decathlon

03:36-What is a desirable brand?

05:56-Decathlon's Brand Desirability

08:19-How to foster brand preferance

10:42-Competition analysis trap

15:36-Digital transformation challenges

18:41-Building a culture of design

23:49-Personal growth advice

26:14-Create a desirable brand

27:13-3questions I always ask

RESSOURCES🛠️

• Watch the video interview on YouTube

• Written key-takeways here

• Contact Ashley : ashley.reid@decathlon.com

• Books : "Range" by David Epstein and "Empowered" by Marty Cagan for personal growth and industry best practices

  
  

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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 Squad

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