Interbrand adidas interview

Erich Stamminger

While finishing the second part of our adidas brand asset valuation report, I read this Interbrand interview of Mr Erich Stamminger, the CEO of the adidas brand ( not the adidas group as is used interchangeably. The group is headed by Herbert Hainer ). It was very interesting to read through some of the points he had stated and I excerpt a couple of them here. The whole interview can be read on the Interbrand website.

How is brand building different in today’s age?

Consumers these days are interconnected. Trends that rise today in one area of the world can spread within days, hours, even minutes, into the rest of the world. Before this development started, we had kind of an easy job. Exchange between markets was limited, and a bit slow. So, we were able to build the brand slightly differently in different markets, based on local consumer needs and the distribution landscape. Today, differences in how your brand is perceived and valued by the consumer are fully transparent, which forces brands to build a consistent picture of the brand in consumers’ minds globally, driven by clear values and brand propositions.

How do you go about building a succesful brand?

The first and most critical element is to define values that make the brand stand out and define the guardrails for everything you do and don’t do under the name of your brand. We have a clearly defined brand mission, vision, and values. Authenticity plays a vital role here. It is not only one of our brand values, but it also describes how every activity we do has to fit into that clearly defined frame of mission, vision, and values. It builds trust and credibility with the consumer and provides the basis for identification with your brand, and it must never be jeopardized.

Advertisement