After 111 years of history, building a remarkably consistent outdoors brand, L.L. Bean might not seem like a company centered on evolution. But after pulling back the curtain with CMO Nick Wilkoff we see that the company’s focus on transparency, inclusion, customer, and community positions L.L. Bean as a timeless example of how to keep a brand relevant and forward-thinking.
Tune in to learn:
- The consistency and evolution of the L.L. Bean brand and how it measures up to competitors (16:20)
- Making the outdoor experience more inclusive and connecting people with the outdoors (24:30)
- The alignment / transparent culture of L.L. Bean executive leadership (30:00)
- L.L. Bean’s initiatives for community, diversity, equity, and inclusion (35:00)
Mentions:
- [11:37] Forrester Research
- [16:39] Leon Gorman – Grandson of L.L. Bean founder
- [19:41] Nordstrom
- [19:41] Zappos Shields
- [30:21] L.L. Bean / Todd Snyder Collaboration
- [33:33] Mental Health Awareness Month
- [33:54] Partnership with Mental Health America
- [34:53] Gracie Wiener / Partnership
- [39:39] Stephen Smith, L.L. Bean CEO
About the Guest:
BIO: “Nick Wilkoff is the Chief Marketing Officer at L.L.Bean. He previously worked as the Senior Analyst at Forrester Research. Nick attended Middlebury College.”
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