Secret Deodorant Brand’s Donation to Women Soccer USA Could Change the Sport
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INTERVIEW ON THE PRICE OF BUSINESS SHOW, MEDIA PARTNER OF THIS SITE.
Recently Kevin Price, Host of the nationally syndicated Price of Business Show, interviewed Paige Arnof-Fenn, a marketing expert from the firm, Mavens and Moguls.
BACKGROUND
Procter & Gamble’s Secret deodorant brand donates $529,000 to the Women’s National Team to help close the gender pay gap between the U.S. soccer teams, reports the LA Times.
Is this a big score for Secret? What’s their goal?
“LOVE THIS! A brilliant move for the Secret brand,” says Paige Arnof-Fenn MBA. “Getting out in front of an issue that directly impacts their customer base is smart marketing.”
But could supporting the polarizing team backfire?Branding Expert, Paige Arnof-Fenn MBA, is a graduate of Harvard Business School and Stanford University. Founder & CEO of the global marketing consulting firm Mavens & Moguls, Paige has worked with Fortune 500 companies including Virgin, Microsoft and The New York Times Company.
Paige was selected as a “Woman of Note” by The Wall Street Journal, is a TIME Magazine Opinion Leader and has previously been a columnist for both Fortune and Entrepreneur. Among topics discussed on the show:
Will the half a million dollar investment pay off for Secret and Procter & Gamble?
Is this a recent marketing strategy? Aligning your company with social issues?
With the USWNT being criticized by some for what has been called “arrogant or “classless” behavior, could this move backfire for the company?
Was Secret the perfect brand and product to rally behind this issue?
What would be a good follow up marketing move to optimize the publicity?
Paige Arnof-Fenn earned her MBA from Harvard Business School and an undergraduate degree in economics from Stanford University. She is Founder & CEO of Mavens & Moguls, a global marketing consulting firm whose clients range from early stage start-up to Fortune 500 companies including Virgin, Colgate, Microsoft and The New York Times Company.
Is this a recent marketing strategy? Aligning your company with social issues?
With the USWNT being criticized by some for what has been called “arrogant or “classless” behavior, could this move backfire for the company?
Was Secret the perfect brand and product to rally behind this issue?
What would be a good follow up marketing move to optimize the publicity?
Paige Arnof-Fenn earned her MBA from Harvard Business School and an undergraduate degree in economics from Stanford University. She is Founder & CEO of Mavens & Moguls, a global marketing consulting firm whose clients range from early stage start-up to Fortune 500 companies including Virgin, Colgate, Microsoft and The New York Times Company.
LISTEN TO THE INTERVIEW IN ITS ENTIRETY HERE:
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