#bissell

FOX Business’ Kelly Saberi joins ‘The Claman Countdown’ with an inside look at Walmart’s sweeping effort to eliminate synthetic dyes and artificial ingredients from its foods without raising costs for shoppers. Key Takeaways: Brand Erosion & Financial Strain: Bissell, a prominent player in home cleaning appliances, faces significant brand erosion and substantial financial costs from its second…

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BISSELL®, a legacy brand established in 1876, has a rich history rooted in innovation and cultural relevance. As the company approaches its 150th anniversary, it continues to evolve by intersecting creativity, culture, and purpose to engage modern consumers in meaningful ways. At the center of this feature, born from my interview with James Sandora, Vice President of Integrated Marketing at BISSELL®, is an exploration of how BISSELL’s recent holiday collaboration with jewelry designer Susan Alexandra in support of the BISSELL Pet Foundation exemplifies this innovative spirit, blending product storytelling, social impact, and consumer engagement. The full conversation, which you can view following this overview, gives a deeper understanding that can only be glazed over on paper. You HAVE to hear this gentleman and learn from him. The Heart of Bissell: Purpose Beyond Products The Bissell Pet Foundation: A Commitment to Pets and Families Founded in 2011 by Cathy Bissell, the BISSELL Pet Foundation represents a cornerstone of the brand’s purpose. This nonprofit organization partners with shelters and rescues across North America to increase pet adoptions, expand access to spay and neuter programs, and provide disaster relief for animals in crisis. The foundation’s mission aligns deeply with BISSELL’S overall commitment to helping families live better lives. Purpose as a Brand DNA For BISSELL, purpose is not a marketing afterthought but the foundation of everything—from product development to brand communication. This ingrained passion for pet welfare ensures that every initiative, including the Susan Alexandra collaboration, resonates authentically with consumers who value social impact. Creative Partnerships That Resonate Finding the Right Fit: Audience and Shared Values According to Sandora, the key to successful collaborations is ensuring alignment in audience values and priorities. Susan Alexandra’s passion for pet adoption and advocacy made her an ideal partner to co-create a product that appeals to pet lovers while telling a meaningful story. Building Brand Resonance Through Authentic Storytelling BISSELL®’s approach to creative partnerships is rooted in telling stories that connect emotionally rather than just selling a product. By focusing on shared values and authenticity, Sandora explains that BISSELL creates lasting relationships with consumers and their families. The Susan Alexandra Collaboration: Design Meets Nostalgia and Utility The Little Green Mini: Iconic Product and Aesthetic The Little Green Mini, known for its distinctive color and shape, has long been a beloved BISSELL® product. Sandora highlighted how social conversations not only praised its performance but also celebrated its aesthetic appeal. This dual focus inspired the collaboration with Susan Alexandra, a jewelry designer renowned for her fun, colorful charm collections. Charm Collections: A Cultural Phenomenon Charms have become a cultural trend, symbolizing personal stories and style. The collaboration brought this trend to the Little Green Mini, creating a fashion-forward charm collection that enhances the product’s visual identity while engaging consumers on an emotional level. Social Impact Through Purpose-Driven Marketing Corporate Citizenship in a Skeptical Market Today’s consumers, especially younger generations like Gen Z, are highly skeptical of brands’ social impact claims. BISSELL overcomes this by embedding social purpose into its core identity rather than treating it as a transactional marketing tactic. Authenticity Over Transactional Giving BISSELL’S deep-rooted commitment to pet welfare ensures that their initiatives feel genuine. The BISSELL Pet Foundation’s ongoing work in adoption advocacy, disaster relief, and pet health is central to the brand’s overarching message, making collaborations like Susan Alexandra’s both impactful and credible. Navigating the Modern Consumer Landscape Engaging Gen Z and TikTok Audiences Understanding

that younger consumers crave authenticity and can quickly detect insincerity, BISSELL leans into storytelling that highlights its purpose rather than overt promotions. Their recent short-form TikTok series, Drive Dirty, exemplifies this by combining entertainment with product education in a natural, engaging way. Honestly, the "Drive Dirty" campaign made me smile and immediately took my mind back a popuar 2005 song Ridin' Dirty by the artist Chamillionaire featuring Krazie Bone of Bone Thugs. Cutting Through Holiday Noise with Unique Storytelling In a crowded holiday market, BISSELL's charm collaboration stood out by offering fresh narratives that blend nostalgia, humor, and lifestyle appeal. This approach moves beyond traditional advertising to create genuine consumer connections. Lessons in Storytelling Versus Traditional Promotion Consumers Value Well-Told Stories Sandora emphasizes that consumers today are smarter and prefer stories that invite them in rather than push a hard sell. Well-crafted narratives that don’t immediately reveal every detail can be more effective than straightforward advertising. The Importance of Insight and Authentic Connections Successful storytelling requires deep consumer insights, cultural relevance, and authentic interactions. Bissell’s integrated marketing strategy combines these elements to create memorable campaigns that resonate and inspire action. The Future of Brand Innovation at BISSELL® Balancing Speed, Creativity, and Consistency In a fast-moving cultural landscape, BISSELL maintains brand consistency by adhering to a clear, purpose-driven framework. This framework guides innovation, allowing flexibility within defined boundaries to ensure every initiative aligns with the brand’s core mission. Sandora explains this brilliantly in our conversation. Embracing Discomfort and Data-Driven Decisions Sandora encourages marketers to be comfortable with uncertainty and to let data and cultural insights guide creative decisions. Hypothesis testing and performance measurement are critical to refining strategies and ensuring meaningful outcomes. Looking Ahead: What’s Next for BISSELL®? Leaning Into Creator Collaborations According to Sandora, BISSELL plans to expand its use of cultural partnerships and creator collaborations, building on the success of the Susan Alexandra project and the Drive Dirty series. By blending authenticity with innovation, these initiatives will continue to deepen brand relevance. Unlocking the Untapped Potential of the Pet Foundation While the Bissell Pet Foundation’s impact is significant, Sandora acknowledges there is still an untapped opportunity to raise awareness of its work. Future campaigns will likely amplify this message, further defining BISSELL® as a purpose-driven brand in the marketplace. Career Insights from a Marketing Leader Gaining Broad Experience Across Marketing Functions Being a born researcher, it was only natural that I grabbed a few moments to explore his career trajectory as we enter a rocket-paced digital ecosystem. James Sandora’s career path—from advertising sales to agency work, business school, consulting, and then brand leadership illustrates the value of diverse experience. He advises aspiring marketers to gain hands-on knowledge across all facets of the marketing value chain. Sandora drops some solid gems in this part of the interview. Seeking Mentorship and Learning Continuously Sandora stresses the importance of mentorship and continuous learning. Whether through direct experience or guidance from industry professionals, developing a comprehensive understanding of marketing roles is key to success in the digital age. Practical Advice for Future Marketers Get experience across advertising, media, strategy, and brand management Seek mentors to broaden your perspective Embrace data-driven decision-making alongside creativity Be willing to “get your hands dirty” and learn the nuts and bolts of the industry BISSELL®’s Journey of Authenticity and Innovation

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