The Joy of Marketing Barbie--a Pop Culture Icon
By Nancy Zwiers
I had the pleasure of leading the teams that built the Barbie brand to its highest heights throughout the 90’s--what an amazing professional experience!
For a strategic brand-builder like me, Barbie had it all:
Because Barbie’s power was both deep and wide, we were able to forge many new avenues to growth that nearly always succeeded…upending the typical risk/reward trade-off we marketers must navigate.
Some of the peak experiences Barbie and my marketing teams shared together:
While the brand stumbled in the not-too-distant past, I’ve been thrilled to see Barbie on the rebound in the past several years. Once again, Barbie takes her rightful place as a pop culture icon that, in turn, mirrors ever-evolving pop culture in both important and whimsical ways.
I recently learned through the Clifton Strengths Finder assessment tool that I’m a “Maximizer.” I maximizer is good at taking things that are strong and making them even better. No wonder I got so much fulfillment in maximizing the Barbie business during my tenure of leadership!
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