Soul & Science: Fast Forward Your Marketing Mind
#56: WHOOP SVP of Marketing John Sullivan | Building a Durable Brand
October 30, 2023 · 29 min
Why listen
The SVP behind WHOOP's rise from sports niche to mainstream wearable explains how to build a brand that lasts.
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In this episode
- The two pillars that make a brand durable over time
- How to use storytelling to sell a product people rarely see
- How WHOOP is weaving AI into the user experience
- What it takes to shift a brand from niche tool to personal performance coach
About this episode
Today, I’m speaking with John Sullivan. He’s the Senior Vice President of Marketing at WHOOP, which is a wearable fitness tracker with a devoted fan base and an impressive list of celebrity ambassadors.John is a proponent of brand durability and he has helped re-center WHOOP from a niche software utilized by sports organizations like the New York Yankees to a wildly popular personal performance coach that you wear on your wrist. He joined me LIVE at Advertising Week New York to talk about how to build a durable brand and today, we’re sharing that conversation with all of you, our podcast listeners.
On today’s episode you’ll learn:
- What two pillars constitute a “durable brand”
- How storytelling can help sell a product that you don’t always see
- How WHOOP is incorporating AI into their user experience
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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