Francesca Gangitano’s Post

Brand strength = Business strength 💪

Strategic partnerships are a cornerstone of Nike’s brand strategy. Discover how long-term collaborations with legends like Michael Jordan have reinforced Nike’s reputation for innovation and reliability. Hollywood Branded's latest article provides a comprehensive look at how these alliances drive brand trust and loyalty. #StrategicPartnerships #Nike #BrandReliability https://lnkd.in/g7GYQZxP

In my integrated brand management class in school this week we covered advertising and the different strategies that companies use. In this article I found about adidas and what kind of strategies they use to help promote or sell their products. Some ways they advertised was globally, emotional, and cross promotion by partnering with other brands to help extend the reach of their own brand. With adidas being such a big company they are able to afford more advertisements to be able to reach the target markets they are trying to focus on. https://lnkd.in/eucwSztx

The battle between 'performance' and brand has always frustrated me. Too often the dashboard disciples demand we follow the ROAS they can see, and too often they tell clients that is the one true path. It's not. It's always been a subtle blend, and we should always embrace and seek value - however, there are too many who only see the short term. Adidas is the next brand that's realized that building 'brand heat' matters. And friends, you can't do that with SEM and static promo social as your mix. Embrace the stories, as well as the sales approaches. At the end of the day what's the solution? Brands need to be Fortified and not just stress tested by performance media advocates grasping as their cookies disappear and their dashboards become less relevant. If you work with an agency like that buyer beware. #humanity #fortify

🌟𝐍𝐢𝐤𝐞'𝐬 "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕" 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 🌟 One of the most famous and successful marketing campaigns in history is Nike's "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕" campaign. When it was first introduced in 1988, this campaign not only helped Nike become the market leader in sports apparel but also completely changed the way people thought about branding. Let's examine the main strategies that contributed to this campaign's enormous success in more detail. 🔍 𝐀𝐧𝐚𝐥𝐲𝐳𝐢𝐧𝐠 𝐭𝐡𝐞 𝐌𝐚𝐫𝐤𝐞𝐭: Reebok, which had taken the lead in the market because of the aerobics craze, posed a serious threat to Nike in the late 1980s. In order to take back market share and appeal to more people than simply sports enthusiasts, Nike required a plan. 💡 𝐇𝐨𝐰 𝐭𝐡𝐞 𝐢𝐝𝐞𝐚 𝐛𝐨𝐫𝐧: Dan Wieden of the advertising agency, Wieden and Kennedy came up with the catchphrase "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕", which was memorable, straightforward, and encapsulated the spirit of perseverance, hard work, and the drive to achieve one's goals, no matter the obstacles. 📺 𝐈𝐦𝐩𝐚𝐜𝐭𝐟𝐮𝐥 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠: Nike's commercials featured real athletes and regular people, demonstrating that anyone, regardless of background or fitness level, could adopt the "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕" mentality. Iconic ads included: Michael Jordan, which highlighted his unwavering work ethic and commitment to excellence; Bo Jackson stressed adaptability and the ability to excel in multiple sports; and Everyday Athletes, which encouraged people of all ages and abilities to engage in physical activity. 👟𝐂𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 𝐄𝐧𝐝𝐨𝐫𝐬𝐞𝐦𝐞𝐧𝐭𝐬: Nike leveraged the star power of prominent sportsmen such as Michael Jordan to motivate and draw in customers. Along with improving the brand, these sponsorships produced an aspirational image that appealed to both fans and aspiring athletes. 🌐 𝐖𝐨𝐫𝐥𝐝𝐰𝐢𝐝𝐞 𝐑𝐞𝐚𝐜𝐡: Nike didn't limit their marketing approach to the United States. The "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕" campaign was launched worldwide, keeping its fundamental message intact but adjusting to different markets and cultures. Nike was able to engage with a wide range of people and build a significant worldwide presence because to its global strategy. 📈 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐚𝐧𝐝 𝐋𝐞𝐠𝐚𝐜𝐲: From 1988 to 1998, Nike's share of the North American sport shoe market increased from 18% to 43% thanks to the tremendous success of the campaign. "𝑱𝒖𝒔𝒕 𝑫𝒐 𝒊𝒕" has come to represent the brand and is still a key component of Nike's identity. 🎉𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐫𝐨𝐦 𝐍𝐢𝐤𝐞: 𝑪𝒍𝒂𝒓𝒊𝒕𝒚 𝒂𝒏𝒅 𝑺𝒊𝒎𝒑𝒍𝒊𝒄𝒊𝒕𝒚: A straightforward statement may make a big impression. 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚: Audiences respond strongly to the telling of true stories and sincere feelings. 𝑪𝒐𝒏𝒔𝒊𝒔𝒕𝒆𝒏𝒄𝒚: A message that remains constant throughout time will create a strong sense of brand identification. Wanna run a campaign? Let Gowabbit assist you. #Nike #JustDoIt #Gowabbit #Marketing #stratergy

Best Case Study: From Local to Global: How Nike Inc. Expanded Internationally Nike Inc. is a quintessential example of a company that has successfully transitioned from a small startup to a global powerhouse. Known for its innovative products, compelling marketing campaigns, and strong brand identity, Nike’s journey offers invaluable insights into the strategies that drive international success. This case study explores how Nike expanded its footprint from local beginnings to a dominant global presence.

Nike has managed to stay relevant time after time because their fresh marketing campaigns are coupled with strong brand strategy ✔️ We know that super successful brands heavily rely on storytelling, because it connects with the consumer and helps them see themselves or ideal selves within the company. And no one tells stories better than Nike does. If we take a look at their brand history, we’ll see they originally formed in 1962 under the name “Blue Ribbon Sports” and by 1978 they became Nike- and numerous WINNING athletes and teams were champions (while in their Nike shoes). Here’s where Nike really got ahead of a lot of brands and has developed a strategy that continues to remain relevant, from the HBR in 1992- “In the mid 1980’s, Nike lost its footing and was required to make the shift." Here’s the shift they made “Instead of putting the product on center stage, it put the consumer in the spotlight and the brand under a microscope—in short, it learned to be marketing oriented. Since then, Nike has resumed its domination of the athletic shoe industry. It commands 29% of the market, and sales for fiscal 1991 topped $3 billion.” Today they’re still holding around 30% of the shoe market, and they did $46.7 Billion in revenue for the 2022 fiscal year. The key takeaway here? Tell a story. Your business shouldn’t be about you, it should be about the consumer. Sources: https://lnkd.in/eZ7Mp8fG https://lnkd.in/e7Dxz8Hq

They say Just Do It. If it's so easy, why doesn't everyone do it? Here's a take on how Nike built an enduring brand, carefully choosing its Marketing Mountain and successfully climbing it. https://lnkd.in/gmbHGtBb If you want to read up on Marketing Mountain, here's the piece from before: https://lnkd.in/de9tRpFN #marketingdigital #marketingmountain #justdoit #nike #brandbuilding #digitalamarketing

Nike is getting a new #CMO next year in Nicole Hubbard Graham, who previously worked at the sportswear giant for nearly two decades. She replaces Dirk-Jan “DJ” van Hameren, who oversaw some of Nike's most impactful purpose-driven marketing, including the 2018 "Just Do It" campaign with Colin Kaepernick. Graham is taking on the marketing chief mantle to align the brand against its "next era of growth," a goal that comes as Nike contends with stiffer competition and changing consumer habits. #nike #cmoinsights #executiveleadership #sportsmarketing

I was recently talking to a yet-to-launch brand that said they wanted to advertise like Nike. Why this is the wrong approach, and a broader lesson: Do not mimic companies that are at a different scale than you. This brand had not yet launched and was selling a novel product. And they said, hey, we want our marketing to be evocative like what Nike does. They said “Nike's never talking about their shoes." They're telling stories through athletes and people and culture and we want to do the same thing. We don't want to talk about the product. We want to tell this story and weave these narratives.” My two immediate thoughts: 1. That's extremely expensive to do.  2. Most importantly, Nike is at a completely different scale than your business. The decisions Nike makes around their advertising are not instructive of what you should do. Nike can spend $5M on a brand awareness campaign and not care to measure if any dollars came in as a result. Why?  1. Because they can afford to. 2. Because they’re a multi-billion, multi-decade brand that has spent those decades communicating the value of their products. So if you're in the range of doing $0 to $10M a year and you do want to find marketing channels or angles that work, then look at other brands in your space that are just a step ahead of you. So say you have a brand doing $10M a year, look at that brand that does $20M a year. You can profit from those strategies much more readily.