Internal Documents Reveal the Marketing Strategy Peloton Used to Become a $1.8 Billion Company
And provide lessons and strategies any business can use to attract and retain customers.
Peloton faced considerable backlash in December 2019 over an ad portraying a woman whose husband seemed to think the holiday gift his already-fit wife needed most was, yep, an exercise bike. (As Inc. colleague Jason Aten points out, there was plenty more wrong with the ad -- and with Peloton's response to the flood of criticism.)
You can learn a little about what not to do as a marketer from the poorly conceived Peloton ad. But you can learn a lot from the company's branding strategy.
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Editor's Note: "Our data from the CDC today suggests that vaccinated people do not carry the virus, don't get sick, and that it's not just in the clinical trials but it's also in real-world data," CDC Director Dr. Rochelle Walensky told Rachel Maddow on Monday, March 29. Walensky was describing the results of a new CDC study of vaccinated Americans, which found that they not only had very high resistance to COVID-19, but also did not suffer from asymptomatic infections of the SARS-CoV-2 virus - and, by extension, are very unlikely to spread it to other people.
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