Aaron Wiggan of the Seattle Kraken: Building an NHL Brand from Scratch

Aaron Wiggan, Vice President of Brand Creative for the Seattle Kraken, joins Let’s Bring It In to talk about building one of the most distinctive brands in the NHL from the ground up. Before joining the Kraken, Aaron worked at REI and top agencies including Droga5, Goodby Silverstein & Partners, and Barton F. Graf 9000, giving him a rare perspective on the shift from agency life to in-house creative leadership. In this episode, Aaron shares what it takes to build a professional sports brand, lead creative teams inside an organization, connect with real fans, and create a strong point of view in a fast-moving environment. We also get into sports marketing, brand strategy, creative culture, taste, curiosity, and how great in-house teams earn trust and make better work.

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