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April 12, 2017

41: For Peloton head marketer Carolyn Tisch Blodgett, it’s all about people loving the bike

Carolyn Tish Bodgett

Carolyn Tisch Blodgett began her career working with established brands like American Express, Mountain Dew and the New York Giants before joining category — categories, really — disruptor Peloton, where she is the head of brand marketing. And she is quick to delineate how Peloton’s hybrid nature creates an appeal that spans categories. “It’s a beautifully designed piece of hardware, but we’re not a hardware company. We’re a hardware company, a software company, and, really more than anything, a media company.”

In addition to discussing her work with Peloton, Blodgett touches on how brands need to connect with people: “People want to have relationships with brands. And they want brands to be real…really having a voice behind the brand and a personality so that people can connect to it. I think that’s what really matters.”

Highlights from this week’s “Marketing Today” podcast include:

  • Moving from (very) established brands to an insurgent: Blodgett discusses her career path. ([1:17])
  • Peloton is disrupting multiple industries at once. ([3:30])
  • The Peloton story unfolds: It’s more than the equipment. ([8:27])
  • The army behind the concept: How Peloton gets it done. ([9:45])
  • Moving at the pace of business: Focus is vital for a fast-growth company. ([14:25])
  • Communication is key; listening matters even more. ([15:39])

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