Adidas' director of global brand strategy, Stefanie Knoren, had some wise and...direct words of advice for marketers at a Forrester forum in London this week.
Adidas’ director of global brand strategy, Stefanie Knoren, had some wise and…. direct words of advice for brands, at a Forrester forum in London this week:
“It is not just about broadcasting and optimising the sh*t out of our marketing, that’s not going to cut it. Customers are expecting us to be good global citizens.”
Knoren admitted that this had been a challenge for Adidas which, like many of its rivals, has traditionally focused on product-driven marketing and ads.
She said: “Traditionally we would talk about product technology, like shoes having a certain technology that makes you run faster.”
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