Nike
Case Study
- Nike advertising is one of the most effective emotional branding examples in the marketing world today
> all thanks to the Nike brand strategy and masterful application of emotional branding
- Nike's marketing is not just about selling shoes or athletic apparel - its pitching a lifestyle
- A lifestyle that everyone feels they need to have
- Nike uses social media to create a lifestyle and sense of community amongst fans
- This is an intentional goal of theirs
- Iconic slogan for the past 29 years, 'Just Do It' resonates with just about everyone
- It connects with individuals universally, allowing anyone and everyone to come up with their interpretation
- It creates a relationship between the brand and its fans
- Speaks to audience on a personal level
- Catchphrase spread from the fitness world to everyday life
- Just do it is able to create a relationship with their clients by allowing anyone and everyone to come up with their own interpretation of the phrase (Pride, 2014)
- Slogan acts as an emotional marketing story of the hero and turns it inward
- Producing fewer commercials, balanced out by heavily focusing on digital marketing
- Nike's social media is marketing done right
- Without a doubt ahead of its competitors
- Has the most followers and subscribers on all social channels
- Nike brand strategy is to build a brand powerful enough to inspire customer loyalty from all over the world
- Nike advertising uses emotional branding techniques of archetype in its advertising - The story of the Hero
- Nike take the common hero story and turn it on its head
> instead of singling out an external enemy, it focuses on an internal foe - our laziness
- This is how Nike marketing uses emotional marketing to inspire customer loyalty
- They know that all people identify with an internal foe
- Nike presents itself in a way that provokes their clients
- These types of Nike commercials are meant to innovate consumers to get up, to keep going
- Nike advertisements celebrate hard work and victory, specifically that of the consumer over their 'lazy side' and they target their consumers' desire for greatness
- Nike has learned the benefits of an expansive social media presence
- Use it to connect directly with their customers
- Twitter - Nike use twitter for the purpose of communicating directly with customers, allowing consumers to connect with them, something that was once not possible
- Instagram - most popular brand account on the site
- Using both videos and artfully-taken photographs, Nike presents a favourable image of its brand
- Each ad is carefully rafted to evoke particular feelings and needs in the consumer that can only be satisfied by Nike products
- Each ad is designed to inspire, to tell us we can do anything, if we just try.
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