Building a culturally relevant brand
(OLD) Connecting the dots
<p>Can a brand be too old to be relevant? Or too new to have a legacy?</p>
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<p>In this episode of <strong>Connecting the dots</strong>, we sit down with <a href="https://www.linkedin.com/in/alexmatt/" rel="nofollow"><strong>Alexander Matt</strong></a>, former Global CMO at Fjällräven and the strategic mind behind iconic brand moments at Adidas Originals and Levi’s.</p>
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<p>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 <strong>cultural relevance</strong> is the only way to build a brand people will actually "fight for".</p>
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<p><strong>We dive deep into:</strong></p>
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<li><strong>The 3 pillars of relevance:</strong> Why you need community, a strong point of view, and radical consistency to stay ahead.</li>
<li><strong>The Stan Smith relaunch:</strong> How Adidas took a discounted shoe off the market for a year to save its soul—a masterclass in internal alignment.</li>
<li><strong>Commercial brand building:</strong> Why loyal, active consumers are the most profitable growth engine for your business.</li>
<li><strong>Measuring what matters:</strong> Why you should ditch vanity metrics for NPS and active consumer growth.</li>
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<p><strong>📩 GET THE BONUS CONTENT</strong> </p>
<p>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.</p>
<p><strong>Subscribe to the newsletter to read his answer:</strong> <a href="https://bit.ly/4pEx0gi" rel="nofollow">https://bit.ly/4pEx0gi</a></p>
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<p><strong>📖 READ THE FULL RECAP</strong> </p>
<p>Check out the blog post for a practical recap and applicable takeaways: https://bit.ly/45hMOhu </p>
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