In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Chitra Ebenezer, Chief Marketing Officer at Velcro Companies. Chitra shares how the VELCRO® Brand inspires creativity across a wide range of consumer and industrial use cases, and how she balances B2B and B2C marketing strategies to drive growth.
She highlights the role of campaigns like “ORIGINAL THINKING®” and “EASY. DOES IT.” in shaping brand perception, and the importance of influencer programs and user-generated content to showcase versatility and build engagement. Chitra also reflects on how Velcro Companies maintains its position as the original hook-and-loop fastener in a competitive market.
Key takeaways
- Educating consumers on VELCRO® Brand’s infinite use cases requires a balance of awareness, inspiration, and community-driven content
- B2B and B2C marketing strategies can complement each other to strengthen brand relevance globally
- Influencer and creator partnerships are critical to inspiring new use cases and driving sales
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