Why Brands Need to Select the RIGHT influencers

Recently, my beloved Peloton announced a partnership with a very high-profile influencer. And it has me annoyed, disappointed, and a bit perplexed from a brand strategy perspective.

 And clearly, I was not the only one.

Peloton has been in the news lately for its financial woes. Its revenues have tumbled and experts are forecasting the end of the brand that surged during the pandemic. As gyms open again, cheaper competitors emerge, and folks find alternate ways of getting their fitness itch scratched, Peloton kind of had nowhere to go but down.

I, for one, adore the brand and everything it has to offer. So, yeah, I’m biased. Peloton not only got me through the pandemic lockdown, but I have come to view my favorite instructors (Cody, Christine, Jess King, and my newest love, Robin Arzón) as family. Oh, that crazy Cody! What will he be gossiping about today?!

Brands are powerful when they tell a compelling and genuine story. Peloton made its name by standing for inner strength and beauty. By showing us that no matter where we are on our fitness journey, we can achieve. We can find comfort in community. We can love ourselves, no matter our size. And fitness is available to all. Peloton focused on strength and loving yourself for who you are and where you are, no matter what. 

And then they partnered with Kim Kardashian.

Now, I know Kim is an acquired taste. And while I admire her business savvy, I loathe the reality show chaos that shows like hers and others have wrought on our society. The shallowness, The consumerism. The distraction from important issues that need serious attention. 

Don’t @me. I appreciate guilty pleasures as much as the next person. But Kim Kardashian represents the absolute antithesis to Peloton’s brand story. She is known for cosmetically altering herself in the name of some societal definition of beauty. Get butt implants! Change your face so you don’t even look like yourself! 

If you’re a Kardashian fan, this is not about hating on Kim. This is about a poor brand alignment decision on the part of Peloton. How can a brand that stands for accepting your inner beauty and strength partner with someone who is a brand synonym for surgical enhancement? It just doesn’t make any sense. And it tarnishes Peloton’s authentic message of loving yourself as you are.

Your brand needs to stick to its values and story when making every decision. That includes deciding on influencer partners. Beware of choosing the right ones! (TWEET THIS!)

Peloton usually hits the mark on its collaborations. And I still love them. I’m just slightly disappointed in them as I would be my 8-year-old when he lies about being on his iPad. Brand lovers of Peloton expect more.

Got thoughts? Please share them with me on Instagram or Twitter.

photocredit: extratv.com

 What if We Fueled Action with Love and Not Anger?

So much of what’s happening in the world right now is fueled by hate. Division. Us against them. And sadly, some of us are only moved to action when we get angry. Our blood boils, our pulse quickens, and we step into fight mode.

Rage can be a good thing if it fuels progress. And Lord knows marketers use fear, uncertainty and doubt all the time to drive people to purchase. 

But does it always have to be that way?

I’ve been reading Bell Hooks’ book All About Love: New Visions, and man, it’s impacting my heart. Hard. It has caused me to question my very definition of love in a gentle, quiet way. Her writing is beautiful, provocative, thoughtful and concise. I wish I could write like that!

A recent chapter got me thinking: What if we strive for change, social justice, human rights, and equity with love not anger? Can love be enough to kick us into action just as much as anger and fear? What if we genuinely loved our enemies, those we fear, the liars, the charlatans, the power-hungry AND still took action? Could that be enough to catalyze massive change?

I’m not talking about being passive or sitting idly by. I’m talking about taking fierce action fueled by love, not anger and pain. When we are angry, we’re so tight, scrunched up, erratic. Could we get further – and be gentler to our own psyches – if we approached social change from love, not hate? Could we listen better, persuade better, and surprise those selfish children in front of us enough with our response that their own fears and facades crumble when faced with our tenacity  – and leave them sobbing in our arms? 

Could we be more powerful if we met tyranny and hate with love-fueled action rather than anger-fueled action? What if?. (TWEET THIS!)

Do you see this possibility or think it naive? Eager to hear your thoughts on this. DM me on Instagram!