Opinion Party: the marketing podcast
Season 2: Episode 10
From Rocket Ships to YouTube Clips: A Legacy Brand's Culture of Innovation with WD-40's Claudia Fenske

SUMMARY

In this conversation, Claudia Fenske, VP of Global Brand and Innovation at WD-40, discusses the revitalization of legacy brands, emphasizing that innovation is possible even for established companies. She shares insights into WD-40's culture of innovation, user engagement, and the importance of learning from failures. The discussion also highlights the significance of connecting with end users and the role of community in driving brand loyalty and innovation.

LINKS

• Laura Jones: https://www.linkedin.com/in/lapjones/   
• BAV Group: https://www.bavgroup.com
• Claudia Fenske: https://www.linkedin.com/in/claudia-fenske-a477a267/
• WD-40 Company: https://wd40company.com
• IRG Humanized Growth: https://instituteforrealgrowth.com/humanized-growth
• Institute for Real Growth: https://instituteforrealgrowth.org

TAKEAWAYS

• Legacy brands can innovate and stay relevant.
• WD-40's origins are rooted in solving real problems.
• Innovation is part of WD-40's DNA.
• User engagement drives product development.
• Sustainability is a key focus for WD-40.
• Failures are viewed as learning moments.
• Connecting with users creates brand loyalty.
• Community involvement enhances brand perception.
• Embracing change is essential for growth.
• Trusting your inner voice is crucial for innovators. 
  
  

CHAPTERS

00:00 Revitalizing Legacy Brands

06:04 Innovation Culture at WD-40

12:03 User Engagement and Community

18:01 Embracing Failure and Learning

23:52 Advice for Innovators in Legacy Brands

Opinion Party: the marketing podcast

For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.

Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com

Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com

CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film