What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly, VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don’t see to a brand people feel.

We talk about why “Performance Amplified” became the rallying cry, how to build emotional resonance around an invisible product, and the surprising lessons they learned when media and consumers didn’t react the way they expected.

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This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

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