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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