Join Ashley Reid, Director of Design Foundations at Decathlon Digital, as she shares her journey from Adidas to Decathlon and reveals the keys to fostering brand desirability and preference. Ashley points out that brand preference often stems from a sense of “belonging” and "authenticity". She tells personal stories, such as her first pair of Adidas shoes, to show how emotional connections and positive experiences with products strengthen brand loyalty. Her vision of the quality of Decathlon products and the in-store experience explains why consumers prefer this brand. Ashley emphasizes 👉 The essential role of design in creating brand preference, drawing on Simon Sinek's insights into Apple and Microsoft. 👉 The importance of focusing on self-improvement and staying true to the brand's mission rather than focusing on competitors. 👉 How digital design enhances internal and external consumer experiences, promoting modernization and consistency within the brand. 👉Challenges of integrating retail and digital aspects and the importance of a cohesive design team that aligns with business and tech counterparts Tune in to learn: Ashley Reed's role and responsibilities at Decathlon Core principles of Brand desirability and preferance Ashley's personal anecdote about brand desirability Decathlon's brand desirability and community building Pitfalls to avoid and best practices to foster brand preferance Building a culture of design within the organization Challenges of digital transformation This espisode has been produced in collaboration with Decathlon Digital! Discover episode series featuring the voices of four collaborators from Decathlon Digital, diving deep into the challenges, strategies, and successes that shape the world of Product Marketing. The series will also explore key digital topics such as design and brand preference, and the place of women in tech. ******* TIMESTAMP 🕰️ 00:00-Ashley's role at Decathlon 01:48-What brought Ashley to Decathlon 03:36-What is a desirable brand? 05:56-Decathlon's Brand Desirability 08:19-How to foster brand preferance 10:42-Competition analysis trap 15:36-Digital transformation challenges 18:41-Building a culture of design 23:49-Personal growth advice 26:14-Create a desirable brand 27:13-3questions I always ask RESSOURCES🛠️ Watch the video interview on YouTube Written key-takeways here Contact Ashley : [email protected] Books : "Range" by David Epstein and "Empowered" by Marty Cagan for personal growth and industry best practices CONTACT ME👋 Share you thoughts with me about the episode on Linkedin: your feedback brings me joy! Follow the Linkedin account Product Marketing Stories to stay updated on the release of new episodes. SUPPORT THE PODCAST FOR FREE🙏 Subscribe 🔔  Leave a 5 ⭐ review on Spotify and Apple Podcasts (here). Mention the podcast on Linkedin and share it with everyone who wants to develop their skills in Product Marketing! Vous aimerez cette émission, si vous aimez : Marketing Square • Le Podcast du Marketing • Le café du market • Clef de Voûte • Lenny’s Podcast • Les podcasts du Ticket • Product Squad Ici on parle de : Product Marketing • branding • business • communication • carrière • PMM • PM • Sales enablement • positionnement • messaging • go to market, • stratégie de lancement produit • copywriting • storytelling • inbound marketing • conseils marketing • marketing automation • marketing digital • growth marketing • persona • réseaux sociaux • stratégie • IA • freelance • audience • chatgpt • email marketing • saas tech B2B • B2C • use-cases • positioning • best practice • product management • women leadership • founding PMM • competitive intelligence • concurrence • insights • buyer persona • user journey • funnel marketing • marketing mix • design • product design • UX • UI • bra