My passion for sneakers led to $100 million business | Erik Manzano Fagerlind | TEDxBrunkebergstorg

Summary

In this engaging talk, the speaker explores the profound connection between culture, subcultures, and brand building. Reflecting on personal experiences with basketball, hip-hop, and sneakers, they highlight how these elements foster a sense of belonging and identity. The speaker emphasizes the importance of authenticity and community engagement in branding, illustrating that successful brands must actively participate in the cultures they represent. They argue that emotional connections with subcultures lead to lasting loyalty, and diversity within teams enhances brand resonance. Ultimately, the talk underscores the need for brands to evolve alongside their communities, creating meaningful experiences that transcend mere marketing.

Takeaways

• 🎵 The spark of excitement from discovering a new song or art forms the essence of cultural connection.
• 🏀 Subcultures like hip-hop and basketball can emerge even in environments devoid of their traditional roots.
• 👟 Sneakers serve as a means of belonging and self-confidence, impacting personal identity and social interactions.
• 🌍 Building a brand around a subculture requires authenticity and a genuine connection with the community.
• 💡 Successful branding involves staying engaged with evolving subcultures and adapting to new trends.
• 🤝 Being part of something larger than a brand fosters deeper emotional connections with consumers.
• 💰 Short-term transactional marketing can be counterproductive; long-term community engagement leads to sustainable growth.
• 🎉 Events, parties, and storytelling are essential for creating memorable moments that resonate within cultural communities.
• 👥 Diversity in teams is crucial for innovative growth, reflecting the various aspects of the subculture they represent.
• ❤️ True community involvement goes beyond donations; it requires active participation and support for cultural movements.

Q & A

What does the speaker believe is the essence of culture?

The speaker believes that culture is about the feeling of wanting to know more about something and sharing that excitement with others.

How did the speaker connect with hip-hop and basketball culture despite growing up in a small town in Sweden?

The speaker felt a romanticized image of hip-hop and basketball, which he discovered through passion rather than his immediate environment, which lacked exposure to these subcultures.

What role did sneakers play in the speaker's life?

Sneakers provided the speaker with a sense of belonging and confidence, which positively impacted his basketball performance and social identity.

What was the motivation behind the speaker starting his own company?

The speaker wanted to sell athletic footwear based on looks rather than function and aimed to be part of the cultures surrounding sneakers, especially hip-hop and basketball.

Why does the speaker emphasize the importance of community in building a brand?

The speaker emphasizes that belonging to a community gives purpose and strengthens brand awareness, making it essential for brands to engage with and support their communities.

How does the speaker view the evolution of subcultures?

The speaker sees subcultures as continually evolving, with each generation redefining them, blending, and looping elements to create something unique and relevant to themselves.

What is the irony mentioned regarding short-term marketing strategies?

The irony is that as brand awareness decreases, more money is required for short-term, transactional marketing, while engaging in organic community-building can reduce those costs.

How did the speaker's brand differentiate itself in a saturated market?

The brand focused on building a subculture larger than the product by throwing events, telling engaging stories, and inviting the community to participate, rather than just selling sneakers.

What lesson does the speaker convey about hiring practices in a growing brand?

The speaker suggests that while it's beneficial to hire from within the culture initially, bringing in diverse backgrounds and experiences is crucial for further growth beyond the initial stages.

What is the significance of the example about Ben & Jerry's in the speaker's talk?

Ben & Jerry's is highlighted as an example of a brand that embodies a larger purpose beyond its products, engaging in social and environmental causes, which resonates with their community.