S1 E7: Garmin Elevating Brand Affinity with Authentic Storytelling Through Their Women of Adventure Campaign

09/13/22 • 30 min

Maven Minds: Trailblazers of Modern Business

To stand out among competitors you have to create a memorable brand which is exactly what Garmin International is doing through the Women of Adventure campaign. Associate Creative Director Rebecca Sommers shares some insight on the mission behind this incredible campaign and why they feel so passionately about the stories their sharing. Through this campaign, Garmin has focused on sharing and celebrating the amazing athletic adventures and unbelievable feats that women are experiencing, to motivate and inspire others to do the same.

“It’s not really about our product. They’re using our product, but it’s not our story, it’s yours.” – Rebecca Sommers

In this episode, Rebecca discusses:

Creating meaningful connections with their audience through authentic storytelling
Key components that make an authentic story so captivating
The impactful life lessons behind these stories and the challenges they’ve faced to capture them
Embracing new creative opportunities with the development of a children’s book

Thought starters: How can I apply this thinking to my business?

What are you doing to tell authentic stories about your brand?
What are those stories? Do they come from the customer? Do they come from work the brand is doing? How do they reflect your product or service? What kind of tone do they set? What does the customer receive from them? What do they feel? How are they impacted?
What are the creative opportunities ahead for your business?
What are the unique situations in which you could find yourself creating a children’s book, going on a trip, or hosting an event? What is something out of the box that you haven’t tried that just might work?
What are the challenges that your business is facing?
What are you doing to take the next step to overcoming them? What’s the next small step you can take today that will get you close to overcoming that hurdle?

Key themes

Authentic Storytelling
Brand Affinity
Customer Connection
Overcoming Adversity

For extended show notes, resources, and ways to connect, learn more at: mavenminds.com/season-1-trailblazers

–

Podcast Editor and Strategist: @episodeready

“It’s not really about our product. They’re using our product, but it’s not our story, it’s yours.” – Rebecca Sommers

In this episode, Rebecca discusses:

Creating meaningful connections with their audience through authentic storytelling
Key components that make an authentic story so captivating
The impactful life lessons behind these stories and the challenges they’ve faced to capture them
Embracing new creative opportunities with the development of a children’s book

Thought starters: How can I apply this thinking to my business?

What are you doing to tell authentic stories about your brand?
What are those stories? Do they come from the customer? Do they come from work the brand is doing? How do they reflect your product or service? What kind of tone do they set? What does the customer receive from them? What do they feel? How are they impacted?
What are the creative opportunities ahead for your business?
What are the unique situations in which you could find yourself creating a children’s book, going on a trip, or hosting an event? What is something out of the box that you haven’t tried that just might work?
What are the challenges that your business is facing?
What are you doing to take the next step to overcoming them? What’s the next small step you can take today that will get you close to overcoming that hurdle?

Key themes

Authentic Storytelling
Brand Affinity
Customer Connection
Overcoming Adversity

For extended show notes, resources, and ways to connect, learn more at: mavenminds.com/season-1-trailblazers

–

Podcast Editor and Strategist: @episodeready

Previous Episode

S1 E6: CoSchedule’s Nathan Ellering Talks Making Content Marketing Easier and More Efficient with Data-Driven Tools

As the head of marketing, Nathan Ellering and the rest of the team at CoSchedule have soared to new heights since their inception in 2013. Growing from a plug-in for WordPress to a full-fledged web-based management software for marketers, in just a few short years. CoSchedule is able to cater to businesses of all sizes, helping them to organize and schedule their content marketing in the most efficient way. Nathan and his team are continuously working to break down barriers in the marketplace, making it easier for marketers to optimize their messaging for the best exposure.

“I think of marketing as an experience. No matter what stage you are in the customer journey, marketers are there trying to influence profitable customer action by delivering the right message to the right person at the right time.” – Nathan Ellering

In this episode, Nathan Ellering of CoSchedule discusses:

Widespread adoption of content marketing
Utilizing team collaboration and customer feedback for product development
Positioning and staying ahead of the market
Realigning vision and mission with product evolution

Thought starters: How can I apply this thinking to my business?

What are you doing in your business to gather feedback?
Do you have a form, a survey, an email address that can be used to collect information? Are you just asking people directly? Do you have a way to document and share that information within your organization? Do you have a way of bringing that feedback back to the people that are developing your product? Do you have a way of making that feedback impactful to your business?
What are you doing in your business to get content out there in front of people?
Are you marketing in other ways? Would content be able to make your strategy a bit more well-rounded? Would it get you in front of more people? Do you need a blog or a podcast? Do you need scheduled posts, interactions and engagements with your customers?
How are you championing collaboration in your own organization?
How are you breaking down silos and barriers between teams? Are you allowing for that communication to happen in multiple avenues? How are you making sure that what the customer says to your customer success team or what the product engineering team thinks is indeed the right next move? How do you pull all of that together and move your product forward? Are you offering avenues for collaboration in your organization? Are there meetings scheduled intent on creating collaboration? Are there spaces in your organization that allow for multiple groups to gather together?

Key themes

Customer Feedback
Content Marketing
Team Collaboration
Artificial Intelligence
Software as a Service

For extended show notes, resources, and ways to connect, learn more at: mavenminds.com/season-1-trailblazers

–

Podcast Editor and Strategist: @episodeready

Next Episode

S1 E8: Mid-Season Recap: Unpacking 4 Common Themes to Consider and Apply to Business

With such a fantastic lineup for the first 7 episodes of Maven Minds, we wanted to take a moment to pause and reflect on all the amazing insights and strategic concepts that our guests have shared with us so far.

Listen to the ideas, thought processes, and lessons learned behind these stories and see how they can be applied to your business. It could be the answer to your next big breakthrough!

“Innovation can be analysis driven. You can be looking at the data and the information in front of you and make decisions accordingly. It can also be completely creatively driven.” – Laura Crossley

What can you do today to:

Prioritize your content and better communication about your product or service
Connect with your audience and build community
Think beyond the box
Take advantage of the resources, team, and opportunities around you

Key themes