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Purpose First: The Brand Playbook Behind KRS with Hugh Thomas
Manage episode 515261502 series 3498409
How do you build a purpose-led brand that resonates deeply with your niche, and still scales internationally? In this episode of B2B Inspired, we speak with Hugh Thomas, Brand Manager at Kids Ride Shotgun, a New Zealand company raising the next generation of mountain bikers across the USA, Europe and Asia.
Hugh shares how clearly defining purpose has shaped every part of their brand playbook, from product roadmap decisions to choosing distributors, and how deep customer understanding led to their hit “Dirt Hero” campaign. As Brand Manager, Hugh wears many hats, and gives insights into brand building in international markets, the importance of getting out the office to understand stories, and building a career in an industry he loves.
For more B2B insights, ideas and opportunities, head to www.blueoceanagency.co.nz
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Website: https://www.blueoceanagency.co.nz/podcast/
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Chapters
1. Welcome And Guest Background (00:00:00)
2. From Action Sports To Purpose (00:01:05)
3. New Zealand Ethos And Brand Values (00:03:15)
4. Going Global And The US Unlock (00:05:20)
5. Winning Distributors Through Demand (00:08:20)
6. Viral Launches And Product Novelty (00:11:00)
7. End-Consumer Focus In B2B (00:13:40)
8. Purpose, Mission, And Hard Choices (00:16:00)
9. Roadmap: Balance Bikes To Bundles (00:19:05)
10. Market Expansion Opportunities (00:22:00)
11. Support From NZTE And Community (00:24:00)
12. Advice: Know Your Customer Deeply (00:25:30)
13. Campaigning On Resilience (00:27:00)
14. Interview Methods And Insights (00:29:00)
15. Resources, Books, And Sign-Off (00:30:40)
16. CTAs And Closing (00:32:10)
43 episodes
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