Just Do It! This iconic one liner is coined with the Nike Brand. Being one of today’s biggest selling brands is not easy but Nike has managed to create an integrated marketing communication plan that works. Not only because they provided a quality product that caters for anyone and everyone but also in part to the fact that they have created a brand that speaks to humans on a personal level. Nike identity and tone is one that is resonates across the board and speaks to all age groups in all walks of life. Their tagline “if you have a body, you are an athlete” opens up the market to an endless pool of consumers.
Launch in 1972 by co-founder Bill Boweman, Nike has long understood the passion Humans has with getting in shape and living an active and motivated life. But how does Nike does Nike differentiate itself from other sportswear brands. They have managed to unique brand with its own set of values and goals that identify as brand purpose. This gives the Brand genuineness to it making it more relatable to its consumers making them believe in the brand and what it stands for.
Giving Birth to the “Just Do it” mantra, which has been one of Nikes Unique Value Propositions. Just do it sets Nike apart from its competitors as a brand that motivates, inspires and innovates. It furthermore adds to perceived quality as a top of the range sports brand worn by the best sports men and women. The consumer gets a feeling of “I can be just as good of an Athlete as Serena Williams, if “ I Just do it”, Nike is the brand to take me there”. The Nike brand through its integrated marketing communication and band orientation efforts has managed to make a brand that resonates with the consumer and creates an emotional call to action. The use of successful athletes and public figures has helped mould the brands perception as a premium brand which consumers are willing to spend top dollar on.
How does Nike get its message out there? Well with the boom of digital marketing Nike has managed to keep up in the rat race by being visible, present and active on all digital and social media platforms. In addition through experiental marketing which not only allows the Brand to interact with the consumer but is also a great vehicle to enhance the social media and digital reach. Creating a buzz and brand awareness amongst consumers.
Please see link below :
https://youtu.be/34-FTulIipA?list=PLEK_Mg9z0Zzn4bzYDkguhX2O7RMbeeRja
The brand has been known to be actively conversational with the consumer building brand loyalty though it’s marketing efforts.
launched in 1988 “Just do it” campaign has managed to create a connection to the brand with the consumer. “Just do it” inspires an emotional response from the consumer through its advertising which is most often connected with the consumer experience with the sportswear. Feelings of achievement, growth and being the best you. leading to that human need of self-actualisation. These emotional Reponses to the brand helps the brand create a strong brand resonance. This in-turns build consumer loyalty and increases the demand for the brand.
The Digital age has brought about a global community and put the power into the consumers hands. Nike uses tools like social media to amplify its IMC platforms like Facebook and Instagram allow the brands voice to be heard and connect with the consumers.
Nike’s use of social media allows them to engage consumers at key touch point which have now become part of most of their potential and current consumer’s lives. This type of intergrated marketing communications allows for the brand to reach a large amount of consumers at the same time. By keeping the tone the consistent across all platforms. Nike’s tone of voice as defined by Daren Low on:
https://www.bitcatcha.com/blog/2015/how-to-own-a-unique-tone-of-voice-like-nike-innocent-smoothies/
“Nike is one company who are admired for their copywriting. It’s always inspiring, positive, and powerful. Their tone of voice is urgent, motivational, and encouraging. It inspires customers not just to buy their clothes, but to get out there and run a marathon”
This tone of voice is important to create a unified and cohesive brand across the all touch point and allowing Nike to focus its marketing efforts as per target market in relation to selected medium. For example Nike maybe Instagram to build more of a relationship with active younger LSM’s. pushing the experience that the Just do it Nike lifestyle gives the consumer. Constantly remaining motivated, activate and inspirational in their content and look & feel. This time of mass media marketing reduces efforts but maximises output.
NIKE MISSION STATEMENT. Nike’s mission statement is “To bring inspiration and innovation to every athlete* in the world.” The legendary University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, “If you have a body, you are an athlete.”
Brand Talk 