Stuart Elliott did a great and interesting article in The New York Times today on Nike. He points out the difficulty they’re having staying more relevant in the footwear category. The oft-quoted Allan Adamson of Landor, a NY brand consultancy, suggested “The bigger the brand, the harder it is to stay trendy and current. It’s hard to be cutting edge when you are established.” And Davide Grasso, VP for global brand management at Nike added “As we continue to grow in size, it’s important we stay connected. If you take away the toys and the noise, it’s all about having a relationship.”
What both of the gentlemen are not talking about is the brand itself. Mr. Adamson wants Nike to stay trendy. A tight brand plan would have the company create what is trendy. And Mr. Grasso talks about the consumer relationship. Every pizza parlor, dentist and global marketer cares about the relationship. This is a tactic.
Red Bull’s sponsorship of Felix Baumgartner parachuting from space is lauded for its 33.5 million YouTube views. Not many talk about the brand strategy of exhilaration – the demonstration of exhilaration – that will live long after click counts.
Nike is a not a string of marketing tactics and ads delivered by Wieden +Kennedy; it’s a brand continuing to carve out a place in consumers’ minds. And closets. Every brand needs a brand plan (one claim, three support planks). Without a plan we deliver and are interviewed about tactics. Yawn. Peace.
Tags: brand plan, brand planks, brand tacticians, davide grasso, Felix Baumgartner, nike, Red Bull, stuart Elliott, the new York times ad column, whats the idea, whatstheidea, wieden and kennedy, wieden+kennedy, youtube"
July 19, 2018 in Marketing
Repetition is an old saw in the advertising business. Reach and frequency being words we grew up on. Reach is the total target you hit with a message and frequency is the number of times it was seen by said target. If you bonk people on the head enough times with your message, they’ll remember […]
July 18, 2018 in Marketing
My branding thesis is built upon the idea that 90% of marketing communications is hot air. That leaves only 10% for the good stuff: real selling. Also known as “proof” of value. In an ad brief, this might be referred to as “reasons to believe.” Listen to a :60 second radio commercial and pull out […]
July 17, 2018 in Marketing
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July 12, 2018 in Marketing
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July 11, 2018 in Marketing
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July 10, 2018 in Marketing
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July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]