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I was thereright in the middle of it. Let me begin with some context. If a brand is to become iconic, to become a world-class energy that customers deeply identify with, then it must evoke transcendent qualities of human soulfulness.
And to do that it has to express deep insight into its unique purpose in the world. Such a deep brand purpose can be described as the intersection of three circles of influence.
The first circle relates to understanding an underlying social tension that desperately requires resolving. These three circles of influence were the subjects of discussion between Scott Bedbury and myself in the winter of Here are the topics that I covered with Scott in the state of the brand briefing.
The Challenge Obesity and procrastination was a problem in American society for a majority of the population. An economic recession had resulted in many schools cutting back on sports programs out of budget necessity.
And the Nike brand was under siege by the arrival of Reebok who had captured the interests of fitness oriented women with its invention of a new category: But none of this was captured in the way that Nike was communicating up to that point.
This inner joy experience was real and all that Nike had to do in its communications was figure out a way to tap into this spirit and become a protagonist for all that was good and true about it.
Nike at this point in time had an opportunity to become the protagonist of all that was great and uplifting about the experience of sports and fitness.
This is what we called the top of the pyramid communications model. Nike had viewed the sports universe as a pyramid of influence with these elite athletes at the pinnacle. Up to this point in time our agency was focused on producing ads only from the perspective of the top of the pyramid.
But, professional and college athletes as a group only contained about one million people, whereas the fitness universe was at least X larger.
This is a turning point for a company that not long ago spoke to its customers at track meets from the tailgate of a station wagon. This just cannot be a narrow look back at where we have been. We need to grow this brand beyond its purest core…we have to stop talking just to ourselves.
We need to capture a more complete spectrum of the rewards of sports and fitness. Deep campaigns such as Just Do It are, not easy to achieve, but absolutely worth striving for.
They have certain uplifting and inspiring qualities that can also energize the internal culture of a company.
It demonstrates that a deep campaign presents a brand positioning platform that can be interpreted and renewed over decades. Prior to Just Do It, Nike was a struggling niche national brand.
The insight into how to triangulate ones brand purpose is unique. No one has written about this to my knowledge before.
Ironically, when Dan Wieden was asked about what inspired him to come up with the tagline, Just Do It…none of this backstory is present. However, Dan Wieden was good at tapping into the vibe at Nike and using his imagination to put an incredible campaign together.
And of course people know that part of the story. The Blake Project Can Help:Just Do It is an example of a brand campaign that tapped deeply into the authentic character of Nike’s brand values and brand purpose.
But, few people know about the internal conversations that led to the ad brief that went to Nike’s agency Wieden+Kennedy (W+K) to create the campaign.
Nike’s online sales have surged in the wake of it's "Just Do It" campaign featuring Colin Kaepernick. A report from Edison Trends said the company’s online sales grew 31 percent from Sunday.
Nike’s “Just Do It” Advertising Campaign According to Nike company lore, one of the most famous and easily success of the campaign is that much more remarkable when one to exercising in Nikes. The “Just Do It” campaign was also effective in reassuring consumers that .
The Biggest Success of Nike’s “Just Do It” Campaign May Be User-Generated Content For the 30th anniversary of Nike’s “Just Do It” campaign, the sneaker brand made a risky move by taking a stance on a fraught cultural topic.
All the products which Nike markets are Nike Blazers, Nike Dunk, Nike Skateboarding, Nike Pro, Air Max, Foamposite etc. Many sports teams and high profile athletes are being sponsored by Nike. Their tagline is “just Do It” with a swoosh logo.
The “Just Do It” campaign was so powerful that people began to contact Nike with personal stories about how they “just did it,” whether it was quitting a dead-end job or taking up a healthier lifestyle.