Balancing Marketing and Product: Insights from Dr. Martens' Future CEO
As Dr. Martens prepares for a leadership transition, their incoming CEO emphasizes the importance of staying focused on product quality amidst marketing trends. Learn how the brand's new leader plans to navigate this delicate balance.
Dr Martens product marketing alignment C-19
According to Dr. Martens’ chief brand officer and future CEO Ije Nwokorie, marketing efforts can sometimes hinder customers from finding products because they are too fixated on following trends.
At Creative Equals’ RISE 2024 event today (24 April), Nwokorie shared that as chief brand officer, his focus is on removing any barriers that may hinder customers from discovering Dr. Martens’ products, whether it's in advertising, stores, or online experiences. He emphasized his passion for products and how it influences all his work.
Recently named the brand’s upcoming chief executive, Nwokorie will succeed current CEO Kenny Wilson next year. Despite only stepping into the role of chief brand officer in February, Nwokorie has been a part of the company's board since 2021.
Dr Martens recently appointed its first chief brand officer, Nwokorie. He suggested creating this role while serving as a non-executive director before stepping into the position himself.
Dr Martens stands out for not following trends, making it appealing to individuals who prefer not to conform.
Ije Nwokorie from Dr. Martens believes that the language used in modern marketing can sometimes create a division between businesses and consumers by talking about "targeting" them. He suggests using a more inclusive approach by focusing on creating products for consumers.
Nwokorie also highlighted another aspect of modern marketing, noting how some "generic" products have transformed into branded items. In contrast, he pointed out that Dr. Martens stands out as a brand with a distinct product proposition.
He emphasized the importance of uniqueness, questioning why one would discuss anything else if they have something truly unique to offer.
Diversity as a superpower
Before stepping into his current position, Nwokorie held the title of senior director at Apple Retail. According to him, Apple is a prime example of a product-driven company. This means that their marketing strategy highlights the excellence of their products rather than storytelling about the brand.
Nwokorie criticized brands that simply follow trends. He pointed out that Dr. Martens, for example, is popular across various subcultures because of its utilitarian products, rather than aligning itself with a specific trend or group.
According to Nwokorie, brands should stick to their core identity instead of chasing after trends or specific consumer groups. He warned that tying a brand too closely to a trend can be risky, as trends come and go.
Nwokorie thinks that the appeal of Dr. Martens lies in its indifference towards trends. He believes that this lack of concern for being fashionable is what draws in a diverse range of people.
He mentioned that because Dr. Martens isn't focused on following trends, it appeals to those who prefer not to conform.
The organization is very diverse, according to Nwokorie, which he sees as a "superpower" for creating products because having a variety of voices in the room is essential.
During the session, Nwokorie shared that his own background is also a "superpower". Growing up in post-civil war Nigeria, he felt compelled to tap into his creativity due to the challenging environment.
Editor's P/S:
Dr. Martens' Chief Brand Officer, Ije Nwokorie, offers a refreshing perspective on marketing. He believes that the focus on trends can hinder customers from finding products that resonate with them. Nwokorie emphasizes the importance of creating products for consumers rather than targeting them, and highlights Dr. Martens' success as a result of this approach. The brand's unique product proposition and indifference towards trends have made it appealing to a diverse range of subcultures.
Nwokorie's background and the diversity within Dr. Martens are seen as superpowers for creating products that meet the needs of a wide range of consumers. By focusing on inclusivity and listening to a variety of voices, Dr. Martens has created a brand that is both authentic and appealing to a global audience. Nwokorie's philosophy is a valuable lesson for marketers, reminding them to prioritize product excellence and embrace diversity as a key to success.
