Building a culturally relevant brand

Can a brand be too old to be relevant? Or too new to have a legacy?

In this episode of Connecting the dots, we sit down with Alexander Matt, former Global CMO at Fjällräven and the strategic mind behind iconic brand moments at Adidas Originals and Levi’s.

Many leaders feel the pressure to deliver short-term revenue, often at the expense of long-term brand equity. Alexander challenges the idea that "legacy" equals strength, arguing instead that cultural relevance is the only way to build a brand people will actually "fight for".

We dive deep into:

• The 3 pillars of relevance: Why you need community, a strong point of view, and radical consistency to stay ahead.
• The Stan Smith relaunch: How Adidas took a discounted shoe off the market for a year to save its soul—a masterclass in internal alignment.
• Commercial brand building: Why loyal, active consumers are the most profitable growth engine for your business.
• Measuring what matters: Why you should ditch vanity metrics for NPS and active consumer growth.

📩 GET THE BONUS CONTENT

What’s the one thing Alexander would do differently if building a brand from scratch today? We asked him a bonus question that didn’t make the final edit.

Subscribe to the newsletter to read his answer: https://bit.ly/4pEx0gi

📖 READ THE FULL RECAP

Check out the blog post for a practical recap and applicable takeaways: https://bit.ly/45hMOhu

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