Marketing

How the President of K-Swiss Approaches Building (and Rebuilding) a Brand

Barney Waters talks about the benefits of curiosity in marketing.
VIP Contributor
Entrepreneur, CEO and Founder, Sports 1 Marketing
1 min read
Opinions expressed by Entrepreneur contributors are their own.

Barney Waters, the former marketing chair of Puma and the current President of K-Swiss, discusses the current aspirations of the next generation of entrepreneurs as well as the role that brand integrity plays in marketing efforts.

According to Waters and host David Meltzer, tapping into the emotion of a market requires messaging that is "authentic and meaningful," as well as differentiating itself from the efforts of competitors. Waters shows the next group of entrepreneurs how to be different from the pack, whether through pricing, distribution, features or functions. Understanding the hopes and dreams of your target market is what enables you to build a brand that consumers will believe in.

Related: How to Find Your Drive and Persevere Through Difficult Times

More from Entrepreneur

Learn to be a better leader and develop successful marketing and branding strategies with Dr. Patti Fletcher's help.
Book Your Session

For a limited time only, get this bundle of Entrepreneur Press® titles for less than $30 (60% OFF) on our bookstore when you use "LEAP" at checkout.
Buy Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.