Marketing Vanguard: Acing Brand Experience with Nic Brandenberger, CMO, Mammut Sports Group AG

Host: Jenny Rooney (Adweek)
Guest: Nic Brandenberger, CMO, Mammut Sports Group AG
Location: World Economic Forum, Davos
Date: February 26, 2026

Episode Overview

This special episode of Marketing Vanguard features an insightful conversation between Jenny Rooney and Nic Brandenberger, CMO of Mammut Sports Group AG, recorded at the World Economic Forum in Davos. The discussion centers on the evolution of brand experience, how heritage outdoor brand Mammut navigates global markets, the resurgence of real-world experiences, and the importance of cross-functional leadership. Brandenberger shares lessons from his career, including key takeaways from Procter & Gamble, and reflects on the vital role of CMOs in shaping integrated consumer experiences.

Key Discussion Points & Insights

1. The Unique Pulse of Davos During WEF

• Transformation of Davos: Brandenberger describes Davos not as a sleepy mountain town, but as a bustling ski resort that transforms into a global hub during the World Economic Forum.
  • “When the WEF is here, it’s not [a mountain town]. It feels more like Cannes Lions. There’s a lot going on… every hotel is booked and no one’s on the slopes.” (02:09)
• Retail Activations: Stores along the promenade become branded activations, creating both opportunities and challenges for local retailers and brands like Mammut.

2. Mammut’s Business Model & Brand Growth

• Multi-Channel Approach:

  • “We make about 60 to 65% in our B2B business… 30, 35% in direct to consumer. And it’s growing obviously very, very fast.” (04:40)
  • B2B (retail partners, wholesalers) remains vital, but the direct-to-consumer channel is increasingly central to Mammut’s growth.

• Community Engagement: Direct channels help build Mammut’s community and foster deeper brand relationships.

• U.S. Market Expansion:

  • The U.S. mountaineering community is huge and diverse; Mammut faces fierce competition but is establishing a growing footprint.
  • “We’re not really big as a European brand… but we’re growing and growing in the U.S. as well… We’re opening stores. We already have one open close to Denver. There’s more coming.” (05:46–06:45)

3. The Cultural Shift Toward Real Experiences

• Surge in Outdoor & Shared Experiences:
  • Brandenberger notes the global trend back to real-life, tangible experiences over digital-only engagement.
  • “Ultimately, our consumers are looking for real life experiences. The products are only a means to an end. The end is going up on a mountain and having an experience.” (07:19)
• Brand as Enabler:
  • “We’re just creating the gear that enables them to do that. We’re an enabler in that sense.” (07:43)

4. Personal Touch: Favorite Mountain

• Brandenberger treasures his time on Kotopaxi in Ecuador:
  • “It’s also one of the highest ones that I’ve been—5400ish… I struggled with the altitude a lot… but that was incredibly beautiful, a really, really precious experience that I carry with me forever.” (08:01)

5. Lessons from Procter & Gamble

• Foundational Marketing Wisdom:
  • “I learned all the foundations for marketing that are still true… at P&G.” (08:54)
  • Initially skeptical of the discipline, Brandenberger’s experience taught him marketing’s rigor and principle.
• Consumer-Centric Approach:
  • “You start with the consumer. Consumer is at the heart of everything you do… to really deeply understand their consumers. Not based on observations, but true and tacit insights.” (09:28)

6. The Value of WEF for Marketers

• Breaking Silos & Interdisciplinary Learning:

  • “For me, it’s a great source of inspiration and learning like you would not find anywhere else…” (10:16)
  • Unlike traditional marketing gatherings, Davos fosters interdepartmental and inter-industry dialogue.

• The CMO’s Evolving Role:

  • “The consumer doesn’t care how you are organized… All they care about is: what do you do and what’s the benefit for me?” (10:47)
  • Modern marketing demands ‘fully integrated, holistic, end-to-end experiences’—making cross-functional alignment crucial.

Notable Quotes & Memorable Moments

• On Consumer Expectations

  • “The consumer doesn’t care how you are organized. They don’t care what you own, like how many of the four P’s that you own as a marketer. They just simply don’t care. All they care about is: what do you do, and what’s the benefit for me?”
    — Nic Brandenberger (00:30 & 10:47)

• On Outdoor Experiences

  • “There’s a lot of adrenaline… but it’s also like, extremely beautiful to wake up on a mountain peak. Blue hour, 4:00 a.m. in the morning… Those are the experiences our consumers long for. And we’re basically just a conduit.”
    — Nic Brandenberger (07:19)

• On WEF’s Value for Leaders

  • “There’s a lot of cutting edge thinking here… The knowledge exchange… is just being inspired by great leaders, hearing what they do, how they’re using new technologies, how they’re building systems inside their companies… For me, it’s a great source of inspiration and learning like you would not find anywhere else.”
    — Nic Brandenberger (10:16)

• On the Importance of Cross-Functional Relationships

  • “The connectivity with other leaders—CEOs, Chief Product Officers, Chief Finance Officers— is absolutely critical. And so that’s what you get here: this interdisciplinary approach which is so valuable.”
    — Nic Brandenberger (11:40)

Timestamps for Key Segments

• Intro & Brand Philosophy — [00:30]
• Davos During WEF — [01:47]
• Retail Presence & Brand Channels — [04:40]
• U.S. Market Strategy — [05:46]
• Outdoor Experience Trends — [07:00]
• Personal Outdoor Experiences — [08:01]
• Lessons from Procter & Gamble — [08:30]
• The Case for CMOs at WEF — [09:47]
• The CMO’s Evolving Role & Leadership Integration — [10:16, 10:47]
• Conclusion/Takeaway — [11:46]

Final Takeaway

Nic Brandenberger emphasizes that, in today’s marketplace, truly impactful brands put the consumer first and embrace cross-functional leadership to create seamless, holistic experiences. Real-world engagement is resurging, and Mammut’s mission is to enable those powerful life experiences. Events like WEF are critical—not just for marketers, but for all leaders seeking to break out of silos and learn from the world’s best.