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How Bobbie's brand playbook led to landing Cardi B

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Manage episode 515491322 series 1743309
Content provided by The Modern Retail Podcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by The Modern Retail Podcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

On this week's episode, co-hosts Gabriela Barkho and Melissa Daniels get into the news of Quince dodging claims from Ugg's parent Deckers Brand that it unlawfully copied two of its best-selling styles. Next, they discuss the announcement from cosmetics company E.l.f that it will be offering live shopping on streaming service Twitch, and what that says about the potential resurgence of streaming in social commerce.

Then during the featured segment (12:50), Daniels is joined by Kim Chappell, the chief brand officer at infant formula company Bobbie, to go behind-the-scenes of its latest campaign with Cardi B (Bobbie named her as its "chief confidence officer") and how the company infuses brand across all parts of their business.

Chappell discusses:

  • Why having a strong brand has helped grow Bobbie and gain customer trust
  • The combination of gut instinct, humor and parenting realities that goes into crafting big campaigns
  • How to know when and whether to weigh in on social or political issues
  continue reading

515 episodes

Artwork
iconShare
 
Manage episode 515491322 series 1743309
Content provided by The Modern Retail Podcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by The Modern Retail Podcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

On this week's episode, co-hosts Gabriela Barkho and Melissa Daniels get into the news of Quince dodging claims from Ugg's parent Deckers Brand that it unlawfully copied two of its best-selling styles. Next, they discuss the announcement from cosmetics company E.l.f that it will be offering live shopping on streaming service Twitch, and what that says about the potential resurgence of streaming in social commerce.

Then during the featured segment (12:50), Daniels is joined by Kim Chappell, the chief brand officer at infant formula company Bobbie, to go behind-the-scenes of its latest campaign with Cardi B (Bobbie named her as its "chief confidence officer") and how the company infuses brand across all parts of their business.

Chappell discusses:

  • Why having a strong brand has helped grow Bobbie and gain customer trust
  • The combination of gut instinct, humor and parenting realities that goes into crafting big campaigns
  • How to know when and whether to weigh in on social or political issues
  continue reading

515 episodes

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