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In B2B marketing, brand inconsistency erodes trust and ROI. Scalable infrastructure--not just guidelines--is essential for consistency and growth. Read more. Read the full article at MarketingProfs
Category:
Marketing and Advertising
In what seems to be a world's first in sports marketing, ASICS has signed Felix the Samoyed as an official brand ambassador, acknowledging the role of dogs as exercise influencers. Felix, who has 1.2 million Instagram followers, will "champion his love of walks, runs and even zoomies." The move is backed by research showing that 65% of dog owners cite their pets as their primary motivation to get moving, surpassing the influence of family members, celebrities and personal trainers.Additionally, ASICS' survey of 28,000 people across 14 markets revealed that dog owners are 31% more likely to meet recommended physical activity guidelines. They also boast mental wellbeing metrics that are 18% higher than those of non-dog owners. Professor Brendon Stubbs of King's College London, who analyzed the research, notes that dog owners average 210 minutes of exercise weekly, with 81% reporting that moving with their canine companion improves their mental wellbeing.Beyond Felix's appointment, ASICS is inviting dog owners to nominate their own pets for a chance to become official 'Mind's Best Friend Ambassadors.' The brand is also leveraging the campaign for social impact; each post shared with #MindsBestFriend before 12 July 2025 will raise funds for mental health organizations, including Mind in the UK, Mind Us in the Netherlands and NAMI in the US.
Category:
Marketing and Advertising
Newly launched, Philips' Fixables initiative addresses the limited repair options available to consumers. Rather than requiring customers to go through the hassle of sending products back for servicing, Philips is offering open access to 3D-printable replacement parts for select personal health products. The premise? If buying a replacement takes just one click, repairing a product someone already owns shouldn't be much harder.Fixables is the result of a collaboration with 3D printer manufacturer Prusa Research and creative agencies LePub Amsterdam and LePub Milan. Philips sees the project as part of its wider circular business strategy, and as a response to people's growing frustration with electronic waste and throwaway culture.At the core of Fixables is a digital library of 3D-printable parts. Users can download and print parts at home or through certified partners. The pilot kicked off in Czechia, with global access via Printables, an online platform for 3D printing owned by Prusa. Just one part is available at time of launch (a replacement comb for a beard trimmer), but additional parts will be added over time.
Category:
Marketing and Advertising
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