Brian Takumi Oakleys 50Year Vision Unveiled Marketeers Clubhouse 30

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http://youtube.com/watch?v=Y6TvveCVN2Q

Join us for an unprecedented episode of The Marketeers Clubhouse, broadcast directly from Oakley headquarters. We sit down with Brian Takumi, VP of Brand Soul, for an exclusive look into Future Genesis, Oakley's groundbreaking 50-year brand positioning plan. • In this episode, Brian discusses the evolution of Oakley’s brand narrative and the critical role of storytelling. Learn how the fusion of past and future forms the backbone of their most ambitious campaign yet. Oakley, unlike any other brand, is creating narratives using science fiction to redefine innovation in performance gear with their trailblazing designs and cinematic storytelling elements. • Brian delves into how the brand plans to innovate its storytelling to resonate with new generations, offering a real-time master class in brand positioning. • Dive into the creative processes that drive Oakley's future, blending tradition with a vision that challenges the status quo and invites consumers into a journey of innovation and authenticity. Forget 3, 5, or even 10-year business plans—take a look at Oakley's innovative 50-year plan Future Genesis. It will blow your marketing mind. • Discover how the legacy of Max Fearlight has shaped Oakley's identity to this point. We then pick up with Max, whose story over the past 25 years has evolved. Future Genesis takes place many years after the original Max Fearlight commercials and several years before the teasers Oakley has been putting out showing Maxine out in a world that is re-growing. It finds Max returning home to the bunker from the unforgiving outside world that he insists is getting worse. He is immediately greeted by his pregnant wife, Sasha, and young daughter, Maxine, both of whom long to be able to explore and enjoy the freedom of being outside. Max and Sasha discuss their own divergent visions for the future and the impact that this will have on their growing family. Tensions between them arise, prompting Maxine to navigate the growing divide. Caught between her father's trepidation of the harsh exterior and her mother's holistic appreciation for its potential, Maxine remains fixated on the ever-present storms and the sparks of possibilities contained within. • This episode is essential for marketing and business professionals looking to capture insights from one of the world's most identifiable brands, renowned for its cutting-edge marketing strategies. • 0:00 - The Bunker • 7:16 - Our protagonist Max and the decision to continue his adventure • 12:32 - The great brand alignment • 31:41 - Being a brand steward • 37:31 - Oakley Future Genesis video • 39:17 - What this is • 45:13 - Is this what they wanted? • 49:30 - Go-to-Market alignment • 53:20 - How does this narrative manifest in the real world? • 1:01:09 - Creator culture and evolution in the marketplace

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