This episode of Brands in Action features Kate Godbout, CMO at Scholl's Wellness. Kate talks about the challenges and opportunities of taking a brand with over a century of history into a whole new category. Everyone's aware of Dr. Scholl's so how do you get them to reconsider what they think they know? Kate knows.
This episode of Brands in Action features Kate Godbout, CMO at Scholl's Wellness. Kate talks about the challenges and opportunities of taking a brand with over a century of history into a whole new category. Everyone's aware of Dr. Scholl's so how do you get them to reconsider what they think they know? Kate knows.
00:18 - Kate Intro
01:09 - Joining Dr Scholl's right before pandemic
02:43 - Office reintegrating after Covid
03:41 - Changes within Dr Scholl's
04:34 - How company changes the competition
05:41 - Why did Dr Scholl's start?
07:24 - What does Dr Scholl's meet for people
09:31 - Awareness within brand
12:03 - Positive and negatives of “Gellin” campaign
14:54 - Initial wins after joining Dr Scholl's
17:09 - Channel conflicts with online sales during Covid
18:19 - Do you have a USP and has it changed?
19:34 - Does Dr Scholl's move beyond feet
20:37 - How does brand affect who you hire
23:31 - One sentence brief
23:45 - If your brand was a Pinterest board
24:39 - What cocktail is Dr Scholl's
Additional Links:
https://www.facebook.com/DrScholls/
https://www.instagram.com/drscholls_usa
https://www.youtube.com/user/DrScholls
https://www.pinterest.com/drscholls_usa/