Soul & Science : #56: WHOOP SVP of Marketing John Sullivan | Building a Durable Brand


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
Brought to you by Mekanism.
Soul & Science
Does marketing live in the heart, or in the head? Should you trust your instinct, or your integers? If the answer is both, should you lead with one more than the other? As a creative agency, Mekanism has been asking these questions of ourselves and our clients for over 10 years. Join co-founder and CEO of award-winning creative agency Mekanism, Jason Harris, on his quest to answer these questions with the world’s leading marketers from the brands we’ve all come to love. Named CEO of the Year by The Drum Magazine, Jason will draw from his experience during these easily digestible 20-minute episodes to explore the Soul of these famous brands and the Science of staying relevant, exploring how they’ve become culture defining emblems in our modern world.
Brought to you by Mekanism