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Nike Motivates The World
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"Just Do It” is probably one of the most famous and branded phrases all over the
world. It is inspiring, it is motivating and of course, it is owned by the
sporting giant, Nike. Well, how did it get to this iconic status? Back in the
80s, Nike was facing intense competition from Reebok. Reebok was holding a huge
market share in the sneaker business then. In response to that, Nike launched an
advertising campaign in 1988 where a new advertising strategy of emphasising on
athletes wearing Nike products was adopted. With this, Nike aimed to motivate
people to pick up the habit of exercise. Ultimately, it wanted people to
exercise in Nike products… hence, the brand slogan “Just Do It” was born.
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Brand Memorability Through “Just Do It” |
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Through this campaign, Nike introduced a simple, short and catchy brand slogan
that is easy to remember. The “Just Do It” brand slogan also successfully
created an emotional relationship with consumers. This helped consumers to
remember the brand slogan easily. Being motivational in nature, it also inspired
consumers – encouraging them to exercise and perhaps, to get a pair of Nike
footwear. With this, Nike managed to successfully influence consumers, both
those who played sports and do not play sports. There were about 80% of
consumers who bought the sneakers just because of the desire to own it.
Throughout the years, Nike has introduced many innovative shoes designs and
marketing strategies. Yet, the brand slogan, “Just Do It” has consistently
remained the same. And with this consistency, there is even greater brand
memorability. |
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From Brand Slogan To Philosophy |
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In year 2008, Nike launched another advertising campaign in connection to the
Olympic Games 2008, celebrating the 20th anniversary of their “Just Do It” brand
slogan. Though it has been many decades, consumers can still remember the brand
slogan clearly in their minds. And, for many people, “Just Do It” is no longer
just a brand slogan. Indeed, it is a philosophy to many of them – a philosophy
that motivates life!
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand
logo, brand colour, brand elements, brand slogan and brand category are
properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication
which has not been authorised, sponsored or otherwise endorsed by the brands
published in its articles.
The Nike name, the Swoosh design, “Just do it” brand slogan and other
intellectual properties including but not limited to trademarks, service marks
and trade names in connection with Nike belong to NIKE, Inc. Brandington Sdn Bhd
disclaims propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate
during publication. This publication may include hyperlinks to other third party
websites as a convenience to users. peopalove has no control or responsibility
over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction
and distribution of the same are strictly prohibited.
copyright © 2010 peopalove™. All rights reserved |
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