MOVEMENT MOMENTS - ORBEA – When company culture becomes a brand advantage - with Ander Olariaga

In this MOVEMENT MOMENT, we speak with Ander Olariaga, Brand
Manager of Orbea, about a unique business model in the bike
industry: the cooperative.


Ander explains what makes Orbea special as part of the Mondragon
Corporation, one of the world's largest cooperative groups with
over 100,000 employees.


We discuss the democratic "One Person, One Vote" principle, a
maximum salary gap of 4.2:1 between highest and lowest earners,
and how 10% of profits flow into social projects.


Additionally, Ander shares the results of an internal study on
Orbea's brand differentiation: a story of reinvention, authentic
cycling territory, personalization and flexibility and why the
cooperative structure itself becomes a brand advantage. An
episode about values that are more than marketing promises.





Listen to the full episode here:


 Spotify
https://open.spotify.com/episode/0SMW3piMgoXi1nbPRGgGRu?si=af63657f2a3547d0


 Apple Podcasts
https://podcasts.apple.com/de/podcast/movement-branding-for-the-bike-industry/id1730709786?i=1000647446771


 Amazon Music
https://music.amazon.com/podcasts/3c4890ee-e4cf-4442-ba8f-19169351810f/episodes/0c1f0021-24ac-4f09-b3cc-6eafab4a34a1/movement---branding-for-the-bike-industry-002---orbea-human-centric-branding-and-management---with-ander-olariaga


 DEEZER
https://link.deezer.com/s/32PdsJ83ZptxFOyGnk1Rb


 YouTube
https://youtu.be/c76zxs7qkBY?si=btJSfdgE_s0PBS6R





Find the complete catalog with all episodes
at https://adlips.io/movement





Thanks for your attention 🫶