Spirit Halloween CEO on Building Year-Round Brand Equity and Loyalty

ABOUT THE EPISODE Spirit Halloween CEO Steven Silverstein (WG'85) explains how their pop-up model thrives from year-round planning and an emphasis on the customer in-store experience. Silverstein shares how the company’s “Spirit of Children” program has donated more than $150 million to hospitals since 2006, showing how purpose drives the brand’s culture. He shared how AI has the potential to improve their performance and how authenticity is driving their tactful venture into the Christmas market through Spirit Christmas.

ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.

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