Peter Rollemberg Roman’s Post

🚀 Unlocking the Power of Marketing and Branding: A Nike Evolution 🌐 In the dynamic world of business, understanding the nuances of #marketing and branding is paramount to success. Let's dive into these concepts, unravelling their significance with a real-world example of how Nike strategically pivoted in the face of fierce competition.   Marketing vs. Branding: Unveiling the Distinction 📈 Marketing is the engine that propels a product or service into the spotlight. It's the holistic approach of promoting, selling, and distributing a product, aligning with customer needs. Marketing encompasses a wide array of strategies, from advertising and public relations to market research and digital campaigns.   🌐 Branding, on the other hand, transcends mere transactions. It's the soul of your business the emotional connection with your audience. A well-crafted brand goes beyond logos; it's about values, promises, and experiences that resonate with consumers, fostering loyalty.   The Nike-Adidas Duel: A Strategic Tango 👟 Example: Nike's Strategic Pivot Back in the day, when Adidas posed a significant challenge to Nike's dominance, the sportswear giant orchestrated a remarkable shift in its strategy. 1. Segmentation: Nike identified distinct market segments, acknowledging diverse consumer needs. From athletes to fashion enthusiasts, they crafted targeted approaches for each segment. 2. Positioning: Nike positioned itself as more than just a sports brand. They embraced a lifestyle positioning, merging performance with style, making their products relevant beyond the track. 3. Targeting: By embracing a broader target audience, Nike expanded its reach. Their 'Just Do It' campaign, for instance, resonated not only with athletes but also with anyone aspiring for personal achievement.   Real-world Impact: This strategic overhaul catapulted Nike into a new era of market dominance. They transformed from being a sportswear giant to a cultural icon, blending performance and fashion seamlessly.   Takeaway for Aspiring Marketers: In the intricate dance of marketing and branding, adaptability is key. Like Nike, be ready to reassess and recalibrate your strategy, ensuring it aligns with the ever-evolving market dynamics. Let's continue the conversation. How have you seen brands evolve in the face of competition? Reference: 1. https://lnkd.in/dAqgAGeP 2. https://lnkd.in/dnt-tCVc #Marketing #Branding #BusinessStrategy #NikeVsAdidas #STPModel #SuccessStories 🌟

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.

👉 Yesterday I visited a Nike store. Now I understand their problem. Nike developed from a Sports-Legend-Brand to one that serves anything to anyone. By doing so, they lost the essence of an iconic sports brand. Some observations: 1. Missing sports legends Ronaldo, LeBron James, Naomi Osaka, Mbappé that are all under contract with Nike for millions dollars per year. Yet in the store you don't see this. You don't feel greatness & inspiration. 2. Trying to serve the broad mass Nike tries to be inclusive and not alienate anyone e.g. by using overweight dress forms/mannequins. They try to appeal to anyone. 3. Undifferentiated assortment The bulk of the assortment sits on undifferentiated items that you can buy at H&M for half price and Nike fails to give a clear "reason why". To summarise Walking into a Nike store, it becomes crystal clear that they lost the essence of the brand at their most relevant touchpoint. Today Nike stores look like something between Lululemon, H&M and Deichmann. They lost the essence of what made them great which were collaborations with sports legends and leveraging those assets to the max. What other brands can learn from this? - Understand the essence of your brand - Execute on all touchpoints - Don't try to be everyone's darling Have you visited a Nike store lately? What do you think? EDIT The problems of Nike go of course beyond offline execution.

🌟 Case Study: Nike's "Just Do It" Campaign In the late 1980s, Nike faced intense competition and needed to reinvigorate its brand. The solution? The iconic "Just Do It" campaign. Here’s how it worked: Powerful Messaging: The slogan "Just Do It" was created to inspire everyone, not just elite athletes. Influential Storytelling: Featuring diverse athletes and everyday people, the ads highlighted personal struggles and triumphs. Broad Appeal: The campaign promoted fitness and self-empowerment, appealing to a wide audience. Integrated Marketing: Consistent use of the slogan across all marketing channels reinforced brand identity. Results: 📈 Sales Growth: From $877M in 1988 to over $9.2B in 1998. 🥇 Market Leadership: Nike became the dominant brand in athletic footwear and apparel. 🌐 Brand Recognition: "Just Do It" remains one of the most iconic taglines in marketing history. 🌍 Cultural Impact: The campaign inspired a global movement towards fitness and self-belief. Nike’s success story shows the power of a well-crafted marketing strategy that resonates deeply with its audience. #MarketingStrategy #BrandSuccess #Nike #JustDoIt #BusinessDevelopment #CaseStudy #Inspiration #SalesGrowth

When it comes to iconic marketing, few can match Nike's "Just Do It" campaign. Let's delve deeper into why this legendary campaign was such a resounding success. 👟 The Challenge: In the late '80s, Nike faced fierce competition and needed to redefine their brand to stand out. 🌟 The Solution: "Just Do It" wasn't just a catchy slogan; it tapped into something deeper. It spoke to the universal human desire for achievement and self-improvement. Here's why it worked: 1️⃣ Emotional Connection: Nike connected with people on an emotional level. "Just Do It" wasn't about shoes; it was about pushing boundaries, defying limits, and pursuing dreams. 2️⃣ Inclusivity: The campaign was inclusive, appealing to both elite athletes and everyday individuals. It made everyone feel like a part of the Nike community. 3️⃣ Simplicity: The simplicity of the message made it memorable. In a noisy world, a clear and concise message stood out. 4️⃣ Consistency: Nike didn't just create a slogan; they lived it. They consistently promoted a culture of action and determination. 💥 The Results: 1️⃣ Sales Soared: Nike's revenue skyrocketed from $877 million to over $9.2 billion within a decade. 2️⃣ Iconic Branding: The Swoosh and "Just Do It" became globally recognized symbols. 3️⃣ Inspiring Millions: The campaign inspired countless individuals to push their limits. 🏆 The Legacy: Nike's "Just Do It" succeeded because it tapped into universal human desires, connected emotionally, and inspired action. It's a testament to the enduring power of a strong, resonant message. #JustDoIt hashtag#Nike #MarketingSuccess #Inspiration #sydneydigitalmarketing

Can they “Just Do It”! Nike, known as the Louis Vuitton of sportswear, has built a premium fashion business around its passion for sports and a massive advertising budget. The active giant invested $4.3 billion last year in "demand creation," encompassing endorsement contracts, advertising, brand events, and retail presentation. Despite dominating with $51 billion in sales and a market cap of nearly $110 billion, Nike faces growing competition, especially in running. Brands like On, Hoka, Brooks, and Adidas are challenging its reign, pushing Nike to step up its game. John Donahoe, CEO since 2020, acknowledges the hurdles, stating that Nike is tackling challenges head-on to reclaim its competitive edge. As the industry evolves, Nike's journey serves as a valuable case study on sustaining success in the face of rising competition. Change is constant, and Nike's resilience and commitment to innovation highlight its unwavering pursuit of excellence. The race is on, and Nike is determined to maintain its leadership position amidst an increasingly competitive landscape. But it’s still a work in progress… #Nike #Sports #sneakers #Competition #Innovation #Leadership #wwd #yahoo #scripps #wearelynn #nbcuniversal #npr #nytimes #foxnews #wsj #sunsentinel

👟 Case Study: "Nike's Just Do It Campaign" ▶️Objective: Rejuvenate the Nike brand and establish a powerful, motivational identity. ✅Background: In the late 1980s, Nike faced intense competition and needed to distinguish itself in the athletic footwear market. They aimed to connect with consumers emotionally and inspire a sense of empowerment. ▶️Strategy: In 1988, Nike launched the "Just Do It" campaign, featuring a simple yet powerful tagline. The strategy focused on associating the brand with determination, resilience, and the pursuit of personal excellence. The campaign aimed to resonate with athletes and non-athletes alike. 🏀 Execution: Nike collaborated with various athletes, such as Michael Jordan and Bo Jackson, creating compelling ads that showcased their stories of overcoming challenges. The iconic "Just Do It" tagline was featured alongside striking visuals, emphasizing the universal theme of pushing beyond limits. ▶️Results: The campaign was a monumental success, transforming Nike into a cultural icon. Nike's market share increased significantly, and the brand became synonymous with athleticism, motivation, and innovation. The "Just Do It" tagline became one of the most recognized and enduring slogans in marketing history. ✅Key Takeaways: 1. Emotional Connection: The campaign successfully tapped into the emotions and aspirations of consumers, creating a strong emotional connection. 2. Celebrity Endorsement: Partnering with high-profile athletes helped amplify the message and added credibility to the brand. 3. Timeless Appeal: The simplicity and universality of the "Just Do It" tagline allowed it to maintain relevance and resonate across different generations. 👟 The Nike "Just Do It" campaign exemplifies how a strategic combination of emotional appeal, celebrity partnerships, and a timeless message can propel a brand to new heights in the competitive landscape. #nike #marketing #casestudy #justdoit #brandawareness #jordan #michaeljordan #shoes #sneakers #linkedinforcreators #business

Alright, here’s the story of how Nike went from... being "meh" to a $40 billion empire. 1/ Back in 1988, Nike was losing the game. Nike wasn’t always the king of sneakers. In the late 80s, they were struggling. Hard. Reebok was the game. Nike was… meh. Sales were flat. The boardroom was tense. 😓 Phil Knight (founder, CEO) was this close to making a desperate last attempt. 2/ Enter the $37,500 Idea Nike hires Wieden + Kennedy (a small advertising agency) to save their brand. They didn’t ask for cool logos or celebrity endorsements but a movement. That’s when Dan Wieden comes up with the line that would change everything: "Just Do It." ▪️ No focus groups. ▪️ No data. ▪️ Just 3 words scribbled on a napkin. And, Phil Knight loved it. Everyone else? Not so much. ▪️ “It’s too simple” they said. ▪️ “It doesn’t explain the product.” Wieden pushed back: “This isn’t about sneakers—it’s about life.” 3/ The campaign that made you feel like a hero Nike launched the first “Just Do It” ad. ❌ No shoes. ❌ No talk about Nike. ✅ An 80-year-old man running across the Golden Gate Bridge. The message? You don’t need to be an athlete to win. You just need to try. Suddenly, Nike wasn’t selling sneakers. They were selling self-belief. 💪 Here’s the genius part: ▪️ They didn’t have to convince you their shoes were better. ▪️ They convinced you that you were better. ▪️ Nike shoes were just the tool to prove it. 4/ It worked. Why? “Just Do It” didn’t talk about features, technology, or price. It tapped into human desire. ▪️ It’s emotional: Who doesn’t want to believe they can overcome obstacles? ▪️ It’s universal: Whether it is your first mile or 100th, it speaks to you. ▪️ It’s simple: 3 words. Easy to remember. Powerful enough to start a movement. 5/ The Michael Jordan Effect Now for the cherry on top: Michael Jordan. Nike paired “Just Do It” with Michael Jordan. Jordan wasn’t just a basketball player, he was a cultural icon. Relentless. Talented. Cool. Everything we wanted to be. The message was clear: “Wear Nikes, and maybe - just maybe - you’ll have a little Jordan magic too.” By the early 90s, Nike wasn’t just a sneaker company, but a lifestyle. 6/ Insane results When “Just Do It” launched... Nike was making $877 million a year. Ten years later? $9.2 billion. That’s a 950% increase. Nike’s market share in North America went from 18% to 43% 📈 7/ What’s the Lesson? ▪️ Sell the emotion, not the product: People don’t care about your features. They care about how your product makes them feel. ▪️ Simplicity wins: Overthinking kills creativity. You don’t need 20 slides & fancy jargon to sell an idea. Sometimes, the simplest message is the most powerful. ▪️ Turn your customers into heroes: Make them believe YOUT product is the key to unlocking THEIR potential. 8/ YOU If Nike can turn 3 words into $40B, what’s stopping you? Maybe your idea doesn’t need to be perfect. Maybe it just needs to be bold. So go ahead - Just Do It.

Nike was floundering until this one decision. In the late 1980s, Nike faced a crisis. Sales were dropping. Competitors were gaining ground. They needed a change: What happened next changed the brand forever. Nike was trying to speak to elite athletes while ignoring the larger market of everyday fitness enthusiasts. The problem? Nike's messaging didn’t resonate with the broader audience. Nike recognized a crucial brand truth: everyone has a body and is a potential athlete. This insight sparked the creation of the "Just Do It" campaign. This simple phrase tapped into deep human emotions surrounding sports and fitness. It connected joy and empowerment to physical activity. The results were staggering. Nike's sales soared by 1,000% over the next ten years. The campaign became a blueprint for brands to communicate their purpose and resonate deeply with their audience. You don’t need a massive budget or a celebrity endorsement to have a meaningful impact. Identify your brand's truth. Find the intersection of social need, purpose, and consumer demand. Create messaging that speaks to real experiences and emotions. That’s how you build a strong brand. Reflect on your brand's message. Is it authentic? Is it accessible? Your brand has the power to inspire. Don’t waste it.

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