002 - ORBEA, human centric branding and management - with Ander Olariaga

This episode is in English. In this conversation, Dominik and Tim
talk to Ander Olariaga, the Brand and Communication Director at
Orbea. They discuss the history, brand identity, and unique aspects
of the more than 180 years old company. Ander highlights Orbea's
focus on reinvention, the influence of the Basque mindset, and the
importance of racing involvement in product development. He also
explains the MyO customization program and its impact on the
brand's identity. He emphasizes Orbea's commitment to
sustainability and the cooperative model, as well as the company's
global expansion and European brand identity. The conversation
explores the themes of connection, self-determination, building a
community, impact on society, navigating the bike industry crisis,
strategic positioning in the market, authenticity and consistency,
proving the human-centered approach, and supporting the movement.
If you want to know more about ORBEA visit Orbea.com If you want to
learn more about ADLIPS and join the MOVEMENT visit adlips.io