New Balance's GENIUS Marketing Strategy

So the CMO of New Balance got fired because they had 15 years of decline. So the new guy came in and what he did was they had 70 of their advertising budget going towards discounts and deals and getting people to directly buy shoes. And then 30 was going towards influencers, sponsorships, endorsements, cool Factor. And so what he did was he flipped it and he made it 70 influencers. And then 30 was, hey, come buy the shoes. And so over the next 18 months, they just kept losing more money. And then on month 19, they just shot up like a gun and They're having a complete rebirth right now. They're crushing it. Crushing it. Yeah. It used to be dad shoes, but branding happens at a delay. He changed the behavior and it took 18 months. And so you want to dig the well before you're thirsty.