Branding 101: Just do it.

24 Sep

Working in the social media space, you hear a lot about personal branding. There are even self-declared personal branding gurus, who, I suppose, can help you figure out exactly who you are, just in case you didn’t know already.

Coming from a purely consumerist, Doritos and beer-loving college-kid perspective, I think personal branding should be handled in very much the same way as corporate branding, except you face added challenges when trying to advertise to your mom, who has already seen the dirty socks and bedhead brand of you.

Nike’s “Just Do It” campaign is one of the most successful campaigns of all time. The Center for Applied Research’s Mini-Case Study gives us some insight into the factors that made it work.

Key points:

Taking a gamble: heading into previously uncharted waters

Focusing on the consumer, not the product: made the campaign about the kind of person who uses the product

Ambition: Nike wasn’t content with it’s small market share. They wanted it all.

Timing: Tapping into concurrently existing trends

Desirability: Celebrity endorsements, and an air of exclusivity made Nikes what all the cool kids were wearing.

Consistency: The original ads maintained the companies philosophy, and the swoosh- well, we all know what kind of an icon the swoosh is now.

Download now or preview on posterous

nikecmp.pdf (43 KB)


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