Reimagining Go To Market for lifestyle brands — Paulo Ribeiro // Two Things
- Part 1Challenges for Active Lifestyle Brands — Paulo Ribeiro // Two Things
- Part 2 Reimagining Go To Market for lifestyle brands — Paulo Ribeiro // Two Things
Show Notes
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02:11Reimagining go to market strategies for lifestyle brandsStart with a clear understanding of brand positioning, consumers, and the target audience. Then, develop an idea, based on the business goals, to accelerate growth into your target audience, leveraging that idea to determine what the investment should be and what the plan is.
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5:04Why brand positioning is constantly evolvingDoing something differently as a brand, such as Gatorade expanding into food and digital products, is an opportunity to tell different brand stories. Understanding the core truths that persist enables brands to tell different and compelling stories as they innovate and grow.
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07:16Data driven marketing strategy testingThis involves data-driven questions about current core customers, their LTV, and key product preferences. Contrasting this with the target audience reveals gaps and opportunities, guiding adjustments in channels, seasonal investments, storytelling, and product offerings to align with strategic goals.
Quotes
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"When it comes to go-to-market strategy, you can't skip the strategy. What that often means is being very clear on what the positioning for that brand is and the definition of the consumer." - Paulo Ribeiro
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"Brand positioning is an organic thing, it's changing. Do you understand the core of what always has to be true? How can that expression change as you go through the years so that you have more opportunities to expand?" - Paulo Ribeiro
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"Who is your core buying consumer today? Who is the audience or audiences that you aspire to connect to? They should be a little different. There should be some tension between those two things." - Paulo Ribeiro
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"Your marketing mix should not be the same as your competitors." - Paulo Ribeiro
- Part 1Challenges for Active Lifestyle Brands — Paulo Ribeiro // Two Things
- Part 2 Reimagining Go To Market for lifestyle brands — Paulo Ribeiro // Two Things
Up Next:
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Part 1Challenges for Active Lifestyle Brands — Paulo Ribeiro // Two Things
Paulo Ribeiro, Founder of Two Things, delves into navigating challenges in the active lifestyle brand industry. Similar to many industries, the active lifestyle space has been plagued by a sea of sameness in tactics and strategies. The differentiator for leaders in the space is a commitment to consistently reinventing the playbook and product innovation to remain ahead of competitors. Today, Paulo discusses challenges for active lifestyle brands.
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Part 2Reimagining Go To Market for lifestyle brands — Paulo Ribeiro // Two Things
Paulo Ribeiro, Founder of Two Things, delves into navigating challenges in the active lifestyle brand industry. Initiating a successful go-to-market strategy requires a disciplined approach, one that steers clear of the common tendency to rush into tactics without laying a robust strategic foundation. Often, marketers are eager to pursue efficiency and speed, skipping over this essential step. Today, Paulo discusses reimagining the go-to-market strategy for lifestyle brands.
