Frank Aldorf is no stranger to driving change. He’s been a major driving force in the promotion of women’s cycling for the past 10 years, working in Chief Brand and Marketing roles at Specialized, Canyon, and Internetstores , the world’s leading digital cycling retailer, and part of Signa Sports United . Speaking to us in a personal capacity, expressing his own views, we asked 3 key questions about the social and societal change brands can impact, with a specific emphasis on women’s cycling.
We first asked Frank to ‘explore the power that brands have, and the role they can play, in shifting the dial when supporting women’s sport, and the impact this can have on wider society.’
“Think of brands as platforms.
They are not just commercial institutions that sell products or services.
Brands (are) building a platform for communities and their audiences – ultimately their customers. To interact with each other, to explore, to create experiences and to inspire. That way you build this strong emotional bond with your audience on a much deeper level than pure tech specs or product features.
And as people (we) buy not what you sell as a brand but ‘who you are’. Brands need to take a stand, provide a clear position in the market. Only then are consumers able to form an opinion about the brand and ultimately about the product or services this brand offers. Ultimately (as a brand) you want people to like […]