The Power of Listening

Seattle Kraken VP of Marketing on creating an authentic brand through fan loyalty

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

As part of the CMO Reboot Playbook: Activating Brand Purpose, Heidi Dettmer, VP of Marketing, Seattle Kraken shares her play on how they created and launched their new NHL franchise by listening to the most important people around; the fans.

Check out more plays from top CMOs and brand leaders here.

This transcript has been edited by Adweek and may not reflect the video-recording exactly.

THE CHALLENGE

Our brand journey started on March 1st, 2018. This is when the NHL had challenged our leadership team to show proof of demand in our market and that we were NHL ready and could be awarded the 32nd expansion franchise.

So

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in