In this episode, I have a great conversation with Doug Palladini, Global Brand President of VANS on how to build a purposeful brand by really listening to your customers and being truly authentic. Doug discusses how the company’s approach translated into their unique response to COVID 19 and more.
A veteran of the action sports industry with more than 25 years of leadership across marketing, sales and product, Doug Palladini was appointed to lead Vans as its Global Brand President in July 2016. In his role, Palladini oversees the strategic direction of Vans’ more than $4 billion global business, while enabling the regional teams to develop and deliver local strategies to drive continued worldwide growth. A long-time leader within the Vans brand, Palladini has held various roles within the company. From 2004 through 2014, he served as Vans’ global marketing leader. Palladini played an integral role in Vans’ transformation into a global icon of creative expression in youth culture, becoming the largest action sports footwear and apparel brand on the planet, available in more than 84 countries.
Palladini has also led production of hundreds of hours of award-winning television for Fox and its networks, as well as feature films such as Pipeline Masters. He is also the executive producer of the Vans Warped Tour documentary, No Room for Rock Stars and the newly released, Los Punks: We Are All We Have. Palladini is the author of the Vans tell-all coffee table book, “Off the Wall: Stories of Sole from Vans Originals,” and wrote two new chapters to commemorate Vans’ 50th Anniversary in 2016.
Simon Mainwaring is a brand futurist, global keynote speaker, and bestselling author. He is best known as the author of We First: How Brands and Consumers Use Social Media to Build a Better World and the Founder and CEO of We First, a strategic consultancy that works with brands to define their business strategy, company culture, and brand communications.
This episode of LEAD WITH WE was produced and edited by Goal17Media.com and is available on Apple Podcasts, Google Podcasts or Spotify.