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

Carolyn Tish Bodgett

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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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