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How Bobbie's brand playbook led to landing Cardi B
On this week's episode, co-hosts Gabriela Barkho and Melissa Daniels get into the news of Quince dodging claims from Ugg's parent Deckers Brand that it unlawfully copied two of its best-selling styles. Next, they discuss the announcement from cosmetics company E.l.f that it will be offering live shopping on streaming service Twitch, and what that says about the potential resurgence of streaming in social commerce.
Then during the featured segment (12:50), Daniels is joined by Kim Chappell, the chief brand officer at infant formula company Bobbie, to go behind-the-scenes of its latest campaign with Cardi B (Bobbie named her as its "chief confidence officer") and how the company infuses brand across all parts of their business.
Chappell discusses:
- Why having a strong brand has helped grow Bobbie and gain customer trust
- The combination of gut instinct, humor and parenting realities that goes into crafting big campaigns
- How to know when and whether to weigh in on social or political issues
Published on 2 months, 1 week ago