Oakley's Soul Searching | How Oakley Lost its Brand Soul

CHRONICLE 173

The Visionary Chronicles Podcast

October 24^th, 2024

Oakley's Soul Searching | How Oakley Lost its Brand Soul 

“The only way to predict the future is to create it.” – Jim Jannard

CHRONICLE INTRO |

How does an iconic brand like Oakley lose its Soul once its Visionary leaves? How does a brand stay on course once its driver has left the building? 

When Jim Jannard, founder of Oakley, sold the company to Luxottica in 2007 for $2.1 billion, many argued that Oakley lost much of its brand value and "soul."

Dive into Oakley's journey and uncover how it lost its soul post-acquisition. Discover lessons on brand vision, culture, and innovation. Share your thoughts!

 

CHRONICLE SEGMENTS

00:00 Introduction

01:33 Oakley Evolution

04:08 Loss of Vision

11:37 Shifting Strategy

19:20 Brand Dilution

29:50 Conclusion

 

Explore how Oakley lost its brand soul post-acquisition and learn key lessons on brand culture and vision.

 

The Visionary Chronicles Podcast was ranked the #1 Global Visionary Podcast & Top 50 Marketing podcast by Feedspot.

About |

Bryan Smeltzer is a bestselling author, business executive, and entrepreneur. He has held executive leadership positions in brand business development, multi-category product development, and global marketing at major brands like Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, and other international companies.

Bryan also founded a men's apparel brand and successfully ran it for ten years before selling it to a venture capital firm.

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Bryan hosts The Visionary Chronicles podcast, which Feedspot has ranked as the #1 Visionary and one of the Top 50 Marketing Podcasts.Follow The Visionary Chronicles Podcast | The Visionary Chronicles Sign-Up

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Bryan is the author of the bestselling book The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. The book received the prestigious Readers Favorite Award for Best Non-fiction in the Marketing Genre.

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Bryan is at the helm of LiquidMind Inc., a global brand strategy firm that collaborates with start-ups and established mid to large-cap consumer brands. The company empowers businesses to think and act differently, cultivate passionate cultures, and execute strategies relentlessly.

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