81. Alexandra Mason - How To Build An Authentic Brand Story
Description
Alexandra Mason is the SVP of Marketing for Ames Watson, a private holding company with over $2 billion in revenue and whose portfolio includes iconic sports brands, like Lids, Champion Teamwear, Ebbets Field and South Moon Under.
In this episode, Alex discusses her unexpected path into sports business, where a job at a beloved kids’ retail store gave her the skills to scale brands and unlock consumer motivation.
Alex then uses Ebbets Field as a case study for listeners to explore:
- How to build a brand beloved by celebrities and awide range of consumers;
- How to curate and uphold brand authenticity;
- What goes into creating a capsule collection;
- Whether marketing and brand decisions reallystart with “why?”; and
- How brands can find and tell stories that engageaudiences, with a deep dive into Lids’ partnership with MLB star, Juan Soto.
Learn more about Ebbets Field.
Learn more about Ames Watson.
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