Nike Brand Campaign-Just Do Not Do It

Of course everyone is familiar with the Nike signature, "Just Do It." Arguably the most recognized in the world. Nike is a global brand known for innovation in athletic gear and has a mark that does not even need to include the name. I have been a brand champion for years, loyally sporting my swoosh on t-shirts, swim trunks, training shoes and other apparel. People like me have supported Nike for as long as we can remember.

That does not mean that when something goes wrong, we are going to disregard it. My head turned when I learned that phrases like Dope, Get High, FGravity, Get Wet and Ride Pipe have recently appeared on Nike t-shirts. Despite the fact that Nike is a part of the snowboarding world and these terms are a part of the snowboarding lexicon, it does not make it cool for Nike to sport these terms on its products. Like many terms, these have multiple meanings, and most are not what people think is good.

Anyone who knows me, understands my views on campaigns. What concerns me is that too often brand strategies are limited to campaigns. There is no brand platform to guide the development and content of the campaign. As a result, most times the campaigns fail and fail miserably. Often times damaging the brand significantly. Sometimes even strong brands with effective brand platforms like Nike, make mistakes. Nike will survive this because they have a strong brand. Those that thinking branding is about cool campaigns do not survive. In the case of Nike, "Don't Do It."

Rex Whisman

BrandED Consultants Group

Comments

[MBT Online]

Nice topic and post, as we were just talking about what things can happen in the medicine industry.

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Anyone who knows me, understands my views on campaigns. What concerns me is that too often brand strategies are limited to campaigns.

[pandora bracelets]

There is no brand platform to guide the development and content of the campaign. As a result, most times the campaigns fail and fail miserably.

[burberry sale]

Sometimes even strong brands with effective brand platforms like Nike, make mistakes. Nike will survive this because they have a strong brand. Those that thinking branding is about cool campaigns do not survive. In the case of Nike, "Don't Do It."