This week on “Marketing Today,”Alan interviews Don Lane, the CMO at Saucony, the sneaker and apparel manufacturer. Lane's discussion covers his expansive marketing career, including 21 years at the Boston-based agency Arnold, followed by Draft Kings, before his relatively new move to Saucony.
He also discusses Saucony’s new marketing moves, from avocado toast sneakers that caught the attention of Jimmy Fallon, to Dunkin' running shoes for the Boston Marathon. He explains how these ideas come about and how the company is able to capitalize on opportunities when they present themselves.
Additionally, he unveils Saucony's “Run for Good” positioning as well as useful advice on how to give your brand a purpose that customers can connect to. Lane explains, “this world needs brands and politicians and artists and people that stand for goodness, and so that’s what we are going to stand for.”
Highlights from this week’s Marketing Tod
01:10 – Don Lane discusses his father’s extensive career as an advertising creative director.
04:29 – What was Lane’s experience at Arnold like?
14:30 – What is his go-to methodology for research?
17:30 – Where is Saucony getting its product design ideas?
20:37 – How did the Saucony/Dunkin Donuts collaboration occur?
25:08 – What is the idea behind the “Run for Good” Saucony marketing campaign?
32:01 – How does he think about the creative process and what does it mean
to manage it?
39:06 – What advice would Lane give to his younger self?
40:17 – What fuels him these days?
41:04 – What companies, brands, or organizations should marketers pay attention to?