Rebranding an icon, with Chris Willingham, CMO, Brompton Bicycle

About this episode

Chris Willingham discusses the rebranding efforts at Brompton Bicycle to engage a younger and more diverse audience.

“It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.” Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles. Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury. Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience. And it’s doing it by harnessing the love of the brand that exists among its current customer base. Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world. He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards. Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn…

People in this episode

Guest: Chris Willingham

Topics covered

• branding
• marketing strategy
• customer engagement
• emotional connection
• product rebranding

Keywords

• Brompton Bicycle
• branding
• marketing
• customer benefits
• Life Unfolded
• emotional marketing
• hoverboards

Mentioned in this episode

Organizations: Brompton Bicycle, Playstation, Sony Electronics, Cadbury

Books & works: Back to the Future

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