On's marketing queen: How Ena Grosssteinbeck revolutionizes the sports industry!

On's marketing queen: How Ena Grosssteinbeck revolutionizes the sports industry!

The success story of "On" is underpinned by significant milestones. These include the introduction of Cloudtec technology in 2010 and the IPO at Wallstreet in New York in 2021. The presentation of the innovative light spray technology at the Olympic Games in Paris 2024 is also noteworthy, which enables an upper shoe to be produced in just three minutes and creating 75% less CO2 emissions.

innovations and marketing strategies

The marketing strategies of "On" are characterized by an proximity to athlete: inside and communities as well as through a well thought-out multi-channel strategy. This includes a combination of social media and community events in order to anchor the brand emotionally with users. Success factors such as Word-of-Mouth, the high quality of the content and the targeted address of the target groups are crucial for the continuous growth course of the company. The goal is to clearly differentiate yourself from brands like Nike and Adidas, which is achieved by a strong focus on innovation and design.

Grosssteinbeck's experience, especially storytelling at Red Bull, also flow into brand work. While she has successfully developed new target groups in the past, the corporate culture of "On" remains an essential aspect: a diverse team distributes trust, autonomy and authenticity.

The role of brands in the digital era

The fact that the importance of brands in today's digitized world increases is extensively treated in brand literature. According to the explanations of [Beck Elibrary], the brand not only serves as an important intangible value creator, but also for identification, orientation and building trust between companies and customers. At a time when customers decide better and more self -determined, authentic brand communication is of crucial importance. The challenge here is that companies have to adapt their strategies to the changed customer and consumption behavior in order to remain competitive.

In addition, digitization and globalization influence all companies. Innovative start-ups in areas such as FinTech, AI and Big Data deal intensively with the digital transformation and revolutionize existing industries. In this context, successful brand management and targeted positioning is indispensable in order to differentiate yourself in an overcrowded market and to secure long-term success, as [e-startup] determines.

A strategic and systematic brand management that includes all aspects of brand architecture to customer journey ensures that all touchpoints between the brand and the customer are clearly defined. The continuous process of brand development is crucial to master both internal and external challenges in the fast -moving digital world.