Rebranding an icon, with Chris Willingham, CMO, Brompton Bicycle

“It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.”

Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles.

Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury.

Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience.

And it’s doing it by harnessing the love of the brand that exists among its current customer base.

Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world.

He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards.

Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(04:24) The Brompton Brand: A Global Perspective

(07:54) Engaging the Brompton Community

(12:15) Balancing Functional and Emotional Benefits

(21:58) Urban Mobility and Future Innovations

(23:56) The Power of Purpose