advice on how to build meaningful brands

June 29, 2020

81 | Challenge Accepted – with Jason Horowitz

Why you’ve got to listen to this episode:

Hot Wheels was first introduced in 1968 during the New York Toy Fair.  52 years later and with over 8 billion cars produced, Hot Wheels is the best-selling toy in the world.

By all measures, Hot Wheels is a brand success story. It’s sold in over 150 countries and has universal brand awareness. But the question for Hot Wheels is, how can the brand continue to be as iconic for the next 50 years as it was for the first 50? In a digital world of tablets, mobile phones and on demand content and video, how can Hot Wheels compete with the infinite choices kids have?

Jason Horowitz, Senior Vice President of US Marketing at Mattel and Head of Global Digital and Media for Hot Wheels is my guest on this episode. Jason walk us through the year and half long journey, him and his team went through to find the answer to those questions.

Who can benefit from listening in:

It’s not easy to make it to the top but staying on top can be tricky. Learning the thought process and the strategy approach Hot Wheels took can help organizations identify areas they need to develop or strengthen.

From honoring the brand’s history, to collaborations and product innovations, Hot Wheels journey provides great insights on what internal and external efforts brands must consider to be choice consumers seek.

Key areas discussed in this episode:

  • How brand purpose guides decision making
  • The culture work done to achieve brand alignment
  • How to cater to different audiences and remain consistent with the brand

Links and resources mentioned in this episode



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