How L.L. Bean Continues To Evolve After 111 Years

Play episode
Marketing Trends Background

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)


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.”

Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You’ll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments


Episode 392