E35 Pop Up Report: Mastering the narrative with brand mastermind Mikey Scott

In this episode of The Pop Up Report, guest Mikey Scott, a seasoned marketing leader for iconic brands like Herschel Supply and Kipling at VF Corp, discusses the importance of shaping your customer journey and creating an authentic brand narrative. Mikey reflects on his career trajectory from his roots in action sports to navigating the fashion and lifestyle sectors. The conversation highlights strategies for successful marketing, including the balance between production and distribution, the role of influencers and community engagement, and the significance of storytelling.

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Links Discussed

Herschel Supply  

https://herschel.ca/

VF Brands  

https://www.vfc.com/brands

Norda  

https://nordarun.com/

HOKA  

https://www.hoka.com/

Salomon  

https://www.salomon.com/

Ralph Lauren  

https://www.ralphlauren.ca/

Aime Leon Dore  

https://www.aimeleondore.com/

Stüssy  

https://www.stussy.com/

Palace  

https://www.palaceskateboards.com/

Rapha Cycling  

https://www.rapha.cc/

SSENSE

https://www.ssense.com/

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Show Notes:

00:41 Mikey Scott's Journey in Brand Marketing
02:28 The State of Marketing
04:18 The Evolution of Content in Marketing
05:54 Building a Narrative Around your Brand
08:12 The Balance Between Production and Distribution
24:28 The Art of Storytelling in Large Scale Brands
30:22 Final Thoughts and Advice for Marketers

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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co). 

Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.

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Additional Episodes You Might Enjoy:

How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process

How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess

How to Launch Your Own Beauty Brand with Blanka

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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.

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