Brian Communications’ Post

The mighty have fallen. Nike, long the gold standard in marketing, has lost its Midas touch. The iconic brand that revolutionized advertising is now scrambling to regain relevance, especially with Gen Z. Nike grew complacent while younger, hungrier brands seized the cultural zeitgeist. Now they're overhauling marketing and launching new campaigns to get their swagger back. But in today's lightning fast landscape, winning back mindshare is a monumental challenge. Nike has the legacy and war chest to make a comeback - if they can evolve their playbook. Will the Swoosh rise again or have they permanently lost a step to more nimble competitors? https://lnkd.in/gDFPWYZ8 ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

Nike has a lot riding on how it shows up at the Olympic Games Paris 2024. It must revive sluggish sales and restore its declining brand value as competitors like Adidas and upstart apparel company On try to snatch market share. According to Kantar’s BrandZ rankings, which determine brand value using financial data and consumer research, Nike’s brand value more than doubled between 2020 and 2022, rising from $49.9 billion to $109.6 billion amid a pandemic fitness boom. But post-pandemic, it has slid back down to $71.6 billion. We spoke with six people who are either former Nike executives or worked closely with the brand, as well as other marketing experts, to paint a picture of how Nike can regain the edge that defined its brand for so long. https://adweek.it/3SwIPr7

Ain’t Nike any further BOLD, vanishing in the AIR? The bold D2C shift for SWOOSH costs $28 Billion as brand visibility weakens. “Just Do It” doesn’t mean, anything. Understand the consumer’s psychology and mannerism. People tend to develop a habitual connection with brands through consistent exposure across multiple touchpoints, such as retail stores. When Nike removed itself from these outlets, it inadvertently reduced its “mental availability”—a concept central to neuromarketing that refers to the ease with which a brand comes to mind in purchasing situations. Moreover, Nike’s recent focus on re-targeting existing customers, while seemingly efficient, may have led to a neglect of “brand salience,” which is the extent to which a brand stands out in the minds of consumers. This approach can create a form of tunnel vision, where the brand remains relevant to its loyal customers but loses its broader cultural resonance. The brand’s strength historically has been its ability to not just sell shoes but to sell an ethos, an identity that transcends product categories. By not engaging in top-of-funnel branding, Nike may have inadvertently alienated new and potential customers who no longer see the brand as aspirational or exciting. The broader lesson here is that even industry giants need to continuously reinforce and reinvent their brand image while maintaining a broad, multifaceted presence. Nike’s missteps highlight the importance of sustaining a balance between targeting existing customers and maintaining broad market appeal. Brand loyalty is valid, but it shouldn’t come at the cost of brand relevance and cultural significance. #Nike #BrandVisibility #BrandIdentity #BrandStories #BrandLoyalty #BrandMarketing

🚨 NIKE & The Power of BRANDING 🏃♂️💥 As someone deeply passionate about branding and sports, it’s hard to watch a giant like Nike - synonymous with excellence - face challenges that could have been avoided with a more thoughtful approach to its brand strategy. 🏆🔗 Nike's recent journey offers a valuable lesson in how crucial branding is to a company’s success, both in reputation and in the stock market. In January 2020, when John Donahue took over as CEO, changes began that would eventually shake the foundation of this iconic brand. 🏢✍️ Together with Heidi O’Neill, President of Consumer, Product, and Brand, they made bold decisions that would transform Nike—but not without significant consequences. 🚫 Elimination of Categories: Nike decided to eliminate product categories (like running and basketball) and shift to a gender-led approach. This move cost Nike the expertise and innovation that had been its hallmark for decades, leaving the brand struggling to create products with the same energy and innovation. ⚙️❌ 📉 End of Wholesale Leadership: The push to make Nike a Direct-to-Consumer (DTC) company led to the marginalization of long-standing retail partners. This aggressive shift alienated customers who couldn’t find Nike products in their usual stores, pushing them towards competitors. 🛒➡️👟 💻 Lead with Digital Marketing: The brand’s focus shifted from creating emotional connections through storytelling to purely sales-driven digital campaigns. This resulted in brand dilution and a loss of the magic that made Nike a beacon for athletes and fans alike. 📱❗ The results? Nike lost $25 billion in market cap in a single day, saw its lowest share price since 2018, and is still dealing with the fallout. 💸📉 👉 Lesson Learned: A strong brand isn’t just about market dominance; it’s about maintaining the essence that made you great. Poor decisions can erode not just financial value, but the trust and loyalty that takes years to build. Let’s remember: in branding—and in business—winning isn’t for everyone. 🏁 Read more about Nike's journey here - https://lnkd.in/dcPJ6Fb9 #Branding #Nike #MarketingStrategy #BusinessLessons #SportsIndustry #Leadership #DigitalMarketing #BrandManagement

The recent shifts in the fortunes of Adidas and Nike underscore the critical importance of brand positioning and market responsiveness in digital marketing. Adidas’ success with its classic Samba and Gazelle models highlights the power of leveraging nostalgia and retro trends to connect with consumers on an emotional level. This strategy not only revitalizes interest in legacy products but also aligns with current fashion trends, driving engagement and sales. On the other hand, Nike’s challenges reflect the need for continuous innovation and clear messaging. As digital marketers, we must ensure that our campaigns are not only innovative but also resonate with our target audience’s evolving preferences. The divergence in brand value between Adidas and Nike also emphasizes the importance of maintaining a strong brand identity and reputation online. In an era where consumer behavior is heavily influenced by digital interactions, these case studies remind us that staying attuned to market trends and consumer sentiments is crucial. By effectively utilizing data analytics and social listening tools, we can craft strategies that not only drive sales but also build lasting brand loyalty.

Nike as a Brand is Dying Horribly! (Yes, you read that correctly) In the past year, Nike's stock has plummeted by 32%. With a staggering $25 billion loss in value on the day of their last quarter results. Three key factors contribute to this decline: 1. Categorization Shift: Nike eliminated specific sport-focused categories (Basketball, Football, Running, and Training) in favor of a more general approach (Men, Women, and Kids), mirroring fast-fashion brands like Zara and H&M. This move undermined Nike's association with athletes and specialized skills. 2. D2C Strategy: Under CEO John Donahue, Nike aimed to become a direct-to-consumer (D2C) company. Reducing offline stores and emphasizing online sales led to the termination of agreements with hundreds of wholesalers worldwide. Nike's withdrawal from this channel resulted in lost consumer loyalty, while other brands like On Cloud and Hoka invested in offline relationships. 3. Marketing Shift: Nike transitioned from brand marketing (sponsorship of sporting events) to performance marketing ads focused solely on driving sales. This shift led to a loss of creativity. And brand value dilution. As ads became optimized for sales rather than brand storytelling. The consequences are stark: Nike has destroyed over 30% of its value in the past year. And is down 9% from its value five years ago. Despite the popularity of Nike Jordans during this period. After the Down Quarter And a Class-Action Lawsuit, do you think Nike's aggressive marketing in the Paris Olympics will revive their position?

In today's competitive world of commerce, Nike stands out as a beacon of success and innovation. What sets Nike apart from its competitors? Its strategic branding triumph. From crafting compelling narratives to embracing authenticity and innovation, Nike has created a brand that transcends mere products and resonates with consumers on a deeper level. At the heart of Nike's branding strategy lies a relentless commitment to storytelling. The brand doesn't just sell products; it sells dreams, aspirations, and the promise of greatness. Nike has consistently crafted compelling narratives that resonate with its audience, creating emotional connections that transcend mere transactions. Nike's branding strategy extends beyond mere symbolism; it's deeply rooted in authenticity and relevance. By aligning itself with top athletes and sports events, Nike reinforces its commitment to excellence and inspires consumers to push beyond their limits. Nike has consistently leveraged its brand to connect with consumers on a personal level, creating emotional connections that transcend mere transactions. Another cornerstone of Nike's branding strategy is its focus on innovation. Nike has consistently pushed the boundaries of design and technology to deliver products that not only perform but also inspire. By staying ahead of the curve and embracing innovation as a core value, Nike has cemented its reputation as a leader in the athletic footwear and apparel industry, earning the trust and loyalty of consumers worldwide. Nike's branding success can also be attributed to its ability to adapt and evolve with the times. In an age of digital disruption and social media influence, Nike has embraced new platforms and channels to engage with its audience in innovative ways. As e-commerce entrepreneurs, we can learn valuable lessons from Nike's strategic branding triumph and apply them to our own businesses, paving the way for success. #digitalmarketingexpert #onlinemarketingexpert #performancemarketingexpert #brandawareness #nike

Big thanks to Kunal Mehta for bringing Mark Ritson Marketing Week article on Nike’s missteps to my attention. It’s a must-read for anyone thinking about strategy vs. execution in marketing. Ritson cuts through the noise: Nike’s failure under John Donahoe wasn’t just about leadership, it was about a misguided strategy. Donahoe focused too much on short-term performance marketing, sacrificing the long-term brand building that made Nike iconic. While performance marketing delivers quick ROI, it erodes over time if there’s no emotional connection fueling it. Nike also over-rotated toward direct to consumer and misread the post-Covid landscape, pulling back from wholesale partners just as consumers returned to physical stores. The lesson here? Beware chasing short-term gains at the cost of long-term brand equity. As marketers, we have to find the balance between performance and brand marketing to sustain growth and relevance. It’s not just about culture or leadership—it’s about strategy. And getting that balance right is more important than ever. #MarketingStrategy #BrandBuilding #PerformanceMarketing #AHAMoments #Nike #MortarAgency #MarketingWeek

Nike barely kept their reputation in 2013. But most businesses wouldn’t have survived this error. That year, Nike vied to sign Stephen Curry, a rising NBA star. But during the pitch, Nike executives were careless. And that finally cost the business US$14 billion. What happened? 😬 An exec mispronounced Stephen as Steph-on. 💸 Then, they showed a generic PowerPoint with Kevin Durant’s name. It showed a lack of care about Curry or his brand. Curry finally signed with Under Armour. Who showed they understood and wanted to develop his brand. See, Nike’s execs relied on the “golden brand” to do the work. Instead, they showed the world that their internal and external brand strategy was disconnected. It’s a problem I see in many established brands. They may have done their brand strategy. But: 💸They didn’t distribute it to the whole team. 💸They only updated the branding (logo and visuals.) 💸The team wasn’t clear on their part in showing a united brand. So, it’s only an external brand refresh. Like using cardboard for a wall. It’s easy to punch a hole through. Yeah, it’s easy to focus on other business areas. But it’s just as easy to lose your reputation.

🌟 Nike's Bold Leap Forward: A Lesson in Brand Resilience and Adaptability 🌟 Nike is setting the stage for a major rebound, committing to "bolder and more distinctive" brand marketing strategies, as revealed by CEO John Donahoe during a recent earnings call. With the Summer Olympics in Paris on the horizon, the sportswear giant is gearing up for what could be its most impactful marketing showcase in years. 🏅 This strategic pivot highlights the critical balance between being true to your brand's core value proposition and the wisdom to adapt in response to consumer trends. Nike's focus on fewer yet more impactful marketing initiatives underlines the essence of being intentional in brand storytelling. 🎯 As marketers, we can draw valuable lessons from Nike's approach. Trying new tactics is essential for staying relevant and engaging with consumers, especially in a fast-evolving market. However, it's equally important to recognize when to course-correct and realign with your brand's authentic values. 🔄 Nike's journey underscores the importance of reacting to trends and leading with a clear, purpose-driven strategy that resonates with consumers. As they prepare for a bolder brand presence at the Olympics, it's a reminder that true brand strength comes from a mix of steadfast values and agile adaptation. 💡 What do you think? Will this bold strategy pave the way for a successful rebound? Only time will tell, but one thing is certain: the journey will be full of insights and learning opportunities. 🚀 #BrandStrategy #Nike #Olympics2024 #MarketingInnovation #ConsumerEngagement #TrendingThursday