A quiet heritage brand leans into storytelling
Adweek’s Speed of Culture pod hosted Jim Mollica, the very first CMO of Bose.
Worth a listen (wearing classic Bose QCs in my case) if you are working with a historically product-driven brand that is being drowned out by story-driven challengers.
Highlights:
Building credibility in a product-led co
UX-driven. New forms like open-ear follow new behaviors
Leaning into diverse content. Inhouse, agency and creator. Not competing with other ads but other media
7-10,000 content pieces a month, helped by AI for material and segmentation
AI not a “race to the bottom.” Can personalize content and interactions
Psychographic over demographic data: “Demographics do not matter to me. It’s behaviorial.”
Long-tail collabs b/c “that’s what a music-obsessed brand would do”; honor heritage artists
Hone your craft. “Fall in love with the process.”
Stresses adopting the language and measures of business outcomes
Failures as part of a diverse portfolio that delivers outsized returns
➔ Jim Mollica’s Linkedin profile