Brands in the News

Nike’s Remarkable Consistency

25 Sep , 2015  

Nike this week reported some tremendous financial results. The stock is up almost 9% today. The company’s market capitalization is close to $100 billion.

The remarkable thing about Nike is that the company continues to do well by remaining consistent with its core brand promise. Nike isn’t inventing new categories. It isn’t launching a ton of new brands. It isn’t reinventing Nike. It is selling sneakers and athletic apparel, just as it has for many, many years.

Nike has aligned its brand with the spirit of sport. The company embraces the world’s great athletes and the average person. It celebrates the struggle and the effort. The brand inspires people and resonates around the world.

Nike has been doing this for decades and still does it exceptionally well. Nike shows that consistency matters when it comes to branding. 

Here is one of Nike’s latest spots, from Nike Japan. The voice over in English is:

 

If you look up the word marathon,

It will tell you that the first person who ran 26.2 miles died.

He died.

And he was a runner.

You are not a runner.

You are especially not a marathon runner.

But at the end of it, you will be.

 

 

It is a remarkable spot and it works all over the world.

Nike is still celebrating athletes, building its brand and delivering impressive results.

 



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