Sharon Price John on Reinventing Build-A-Bear

[17:34] Identify Customer Avoidance Patterns and Build Campaigns Around Them — Sharon discovered customers were avoiding Build-A-Bear before Christmas, seeing it as competing with Santa rather than complementing holiday traditions. Instead of pushing promotions, she created “Glisten the Reindeer,” a narrative positioning the brand as part of family holiday rituals. Observing actual customer behavior revealed positioning issues, not marketing reach problems. Sharon advises CMOs to audit where audiences delay or avoid purchase; these patterns uncover unspoken objections and opportunities. By reframing narratives to align with customer psychology, brands can expand addressable markets and drive meaningful engagement.