Attitude Brands: Just Do It!
In this first chapter I would like to talk about attitude brands, not to be confused with a lifestyle brand (which you can read in one of the next chapters). The difference
relies on that the attitude brands do not try to adapt themselves to the
consumer lifestyle but propose a new prism on how the consumer should live his or her
life.
The
above mentioned statement came across very clear when interviewing a colleague
who’s wow brand was Nike. When asking her why was Nike a wow brand, the answer
was somewhat shocking to me. She replied that Nike was a brand that challenged
her to move out of her comfort zone and push her boundaries. I found that this
effect Nike had on her was really interesting. How can a brand push your boundaries?!
I would understand that your parents, line manager, work colleagues, etc. may
have that effect on you but not a brand via its marketing message.
Nevertheless,
after further research on Nike’s history, marketing campaigns, etc. it comes
much clear why Nike has such a direct and effective impact on my dear
colleague.
Thanks to a coherent, constant and unique messaging of the brand’s positioning to consumers globally, the simple but well known positioning “Just Do It” Phil Knight, (founder of Nike) came up with, has made Nike the brand that represents ambition in the sense of desire for self-improvement.
Thanks to a coherent, constant and unique messaging of the brand’s positioning to consumers globally, the simple but well known positioning “Just Do It” Phil Knight, (founder of Nike) came up with, has made Nike the brand that represents ambition in the sense of desire for self-improvement.
Here are some pretty clear examples from Nike:
Nike’s
success formula has not gone unnoticed to its key competitors and as a result
Adidas and Reebok are trying to replicate the same path with a very similar
positioning
Reebok
proposes an attitude to see life through their new positioning: ‘Live with Fire’.
Whereas
Adidas has invested heavily in their “Impossible is nothing”
Very nice way to talk about Nike: I love the comparision between attitude brand and lifestyle brand and your friend is right: also to me Nike communicates to move out of my comfort zone. I don't know whether it's their slogan (JUST DO IT) which, already in itself, is a call for action or something else. However, very nice post!
ReplyDeleteThanks Brigitte! An interesting exercise to do is to ask people if they recall the brand that promotes "Just Do It", "Impossible is nothing" and "Live with fire". It's pretty amazing that 100% remember Nike's slogan! At least here in The Netherlands...
ReplyDeleteNike does an awesome job in making sure its slogans call for an action! And they are remembered by everyone...
ReplyDelete