Desiree Persson

Is Satisfy Running part of a new “punk” scene? 📍In Inspiring Futures, last week Edward Cotton had a chat about branding and running culture with Daniel Groh, Brand Director at SATISFY®. A great episode with two open-minded profiles in order to understand more closely the secrets behind Satisfy, one of the coolest brands in running culture. My key points below: 🎽Satisfy doesn’t speak to runners in a traditional sense, It speaks to people that run. It’s a simple sentence that opens a new scenario because the brand is able to tap into different cultural references beyond the traditional running mindset. 👀What is beautiful today is that people transform running for what it means for them. There are different crews with different passion points. It’s so inspiring the mentions of the Paris-based electronic musicians' crew and the group made up of restaurant workers in Austin. 🎥 If we talk about “I THINK I SAW YOU ON MY RUN TODAY”, the film is able to connect different levels of runners and is recorded with a skate/surf style in order to catch and communicate the real essence of the brand. Moreover, the music (Red Eye by The War on Drugs) has been the real starting point of the entire creative process.  The athlete runs in overshirt, demonstrating that the apparel can evolve. 📊If we talk about business, 65% is on their DTC channel. The other part is based on different and selected partners such as boutiques, specialty stores, multi-brand stores, etc. The US is their first market, even though we are talking about a Paris-based company. Very interesting the focus on loyalty. So, forget about discounts, for Satisfy “access” to their programs is the key element in order to highlight the connection with its core audience. ⚡️⚡️⚡️Takeaway: As an outsider, what I found very intriguing during the interview was the importance of music within the brand universe developed by Satisfy. It seems that music represents one of the starting points for creating its rebellious soul and creativity. That’s why we can define Satisfy as a “punk brand” due to its impact and influence on the new running culture. New modern runners are “punk” runners, a new subculture like that in the past where ideas against mass culture, IRL events and styles/apparel were the knowledge, the essence of their belonging. Modern runners are changing the running culture, have training sessions and runs as IRL events and brands like Satisfy for social stratification. I took part in the LSD (long slow distance) in Milan last week with Mental Athletic and Runaway Milan (thank you Luca Podetti) and I absolutely felt those vibes. #Strategy #Running #Culture

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As my week at Cannes comes to an end - I wanted to reflect on hits, misses and wishes. Being here for the first time I wasn't sure what to expect and while some expectations were blown out of the water (we are on La Croisette after all), others fell a little short. I'm off to Nice for the weekend as I celebrate my birthday and then next week will be breaking down some of my favorite work submissions and key themes of this year's winners. HITS: - Lots of focus on sustainability, equity, the use of new technologies, and the role that advertising can play in shaping our future. There is a pulsing energy driving these discussions and people are eager to improve as we look towards the years ahead and define our roles in shaping it. - People were lovely and welcoming, even to newcomers. I've made some incredible relationships this week and cant wait to continue conversations state side. - There was so much to do I couldn't fit it all in. I was inspired by people's willingness to share both what's going right and what hasn't worked as well in vulnerable ways across many discussions. MISSES: - Many panels and small group discussions were had at too high of a level or without clear goals and expectations for discussion. I love a nice lunch as much as the next person but when you have a room full of expertise, co-create instead of share. Focus on specific outcomes, advice, or problems to be solved. Leverage the power in the room. - There was lots of moderation and very little facilitation. What a rare time to have CMOs, agencies, consultants, NGOs and key decision makers together all at once. How might the value have shifted if we joined together in breakouts and then large group discussion instead of having 2 minutes with a mic to share our POV popcorn style? WISHES: - I would have loved to see a survey before some of the small group conversations to measure the knowledge and desires of the audience. We live in an industry of data and the ability to customize our message is what many winners showcased, but presentations missed the mark on hitting key audience desires. There's lots going on during Cannes so maybe reaching out the week prior. - Talking AI is like talking food; it's too broad of a category to be meaningful. I wish as this topic continues to become a forefront of our industry that we speak with specificity as we share learnings and applications. - I wish for the message to hit the people that need it. People in sustainability were at sustainability events, women at women equity events, LGBTQIA at LGBTQIA, and so on. It makes sense as a place to seek inspiration but I wish for more diverse audiences taking on more messages next year. - Add a CTA; 1-2 things people can take away and act on or do following the conversation. Thank you to all my new friends and connections - it's been a successful first trip and I'm already looking forward to next year. #Cannes #Inspiration #Connections

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Buildspace Update - Week Four We are making significant progress and are getting closer to having at least one prototype. Each week brings us closer to our goal, and the improvements are becoming more evident. buildspace

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Last week I gave an interview to Net Influencer an international news website and newsletter for all things influencer marketing/creator economy got published. In this article I talk about my past 7 years, the current state and the nearby future of influencer marketing. We reposted the article on our own blog, but the link to the original article on Net Influencer is posted above the text. 💡if you are interested in the creator economy and all things influencer marketing I would join the 27k subscribers on their newsletter!

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