002 - ORBEA, human centric branding and management - with Ander Olariaga

This episode is in English.In this conversation, Dominik and Tim
talk to Ander Olariaga, the Brand and Communication Director at
Orbea. They discuss the history, brand identity, and unique
aspects of the more than 180 years old company. Ander highlights
Orbea's focus on reinvention, the influence of the Basque
mindset, and the importance of racing involvement in product
development. He also explains the MyO customization program and
its impact on the brand's identity. He emphasizes Orbea's
commitment to sustainability and the cooperative model, as well
as the company's global expansion and European brand identity.
The conversation explores the themes of connection,
self-determination, building a community, impact on society,
navigating the bike industry crisis, strategic positioning in the
market, authenticity and consistency, proving the human-centered
approach, and supporting the movement.If you want to know more
about ORBEA visit https://Orbea.comIf you want to learn more
about ADLIPS and join the MOVEMENT visit https://adlips.io