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.

 



Leave a Reply

Archives

Conversation Across the Site

  • emita Hill { Truly a tragedy on many levels with branding not the least of them. } – Sri Lanka’s Brand Disaster
  • Marina { I believe something to think is also the switch between one generic and the other. Usually the generic proves bioquivalence with one brand, but not... } – Time to Rethink Generic Drugs
  • Blane McMichen { There are some great points in this article. I believe there are a few more problems hidden just below the surface of these waters. One... } – Time to Rethink Generic Drugs
  • toddholscher { Hmmm... I'm always in favor of companies being able to build brands and increase consumer utility. Money attracts brains, so profit is a must. #1)... } – Time to Rethink Generic Drugs
  • Leonard Abels { Thanks for the thoughtful article. It's obviously an important topic. } – Time to Rethink Generic Drugs
  • emitahill { Wow. Hair-raising, especially the theft. Tech problems are ubiquitous. Hope you've had great sales. } – Learning from a Book Tour
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.