HERE’S WHAT WENT WRONG AND HOW I’D SAVE ALLBIRDS

Summary from the TLDR Marketing newsletter

Allbirds were once the “it” shoes. It expanded its product line too fast and scaled beyond its core customer base. Instead, it should’ve focused on its first shoe, which was a success and even deemed as “The World’s Most Comfortable Shoes” by Time Magazine. Allbirds only has 15% aided brand awareness in the US, which implies that it has a communication problem. Ways it could amplify its brand include making co-founder Tim Brown the face of the brand, collaborating with influencers to promote a lifestyle, and creating long-form education campaigns around key sustainability initiatives.