Movement marketing, it's not just a clever pun because we're joined by Elliott Rayner, CMO of sports tech brand ARION. It's the idea of tying your brand to societal, scientific, or political movements.
It can be a powerful thing indeed when done well, as you're connecting your brand to a passionate audience. But done poorly, it can be disastrous. In this episode, we explore the advantages and risks associated with connecting your marketing to movements.
Key talking points
- Defining movement marketing and its advantages to brands.
- Lessons to be learned from the success stories and the catastrophic failures.
- The steps Elliott is taking to build an associated movement with ARION, with advice on how other CMOs can do the same.
About the guest
Elliott Rayner is enjoying a career in creation, innovation, and storytelling.
He has over a decade in the sports industry working for ADIDAS and ASICS specializing in product marketing and creation. He developed innovative performance products for the 2010 Football World Cup, the 2015 Rugby World Cup and the 2020 Tokyo Olympics.
Elliott spent five years leading teams in the tech industry including as the former head of global product marketing at Babbel. He's now combining my experience in sport and tech as the CMO of ARION, utilizing sports tech data to help eliminate running injuries.
We're big fans of Elliott and his work, which is why he was selected as one of our CMOs to Watch in 2022.
Want more insights from Elliott? Sign up for our affiliate community, Product Marketing Alliance's Storytelling Certified course, where he'll be sharing his insights on stories that sell.
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