The link to the article: http://www.adweek.com/news/advertising-branding/why-nike-embraces-brand-utility-96128
An interesting take on a brand for me would have to be an article I stumbled upon a few years back for an undergraduate marketing class. For years Nike has prided itself on being an innovative company that has found success in selling sporting apparel with a single motto, “If you have a body, you are an athlete” (Nike.com). The company’s director of digital media, Stefan Olander, conveyed a few projects the company would be embarking on that focused on building the Nike brand, and also created services for its customers. This article was interesting in that despite being one of the leading global sporting brands, Nike continues to revamp itself within the advertising world to stay in the forefront of the industry, and also provide improvement in services for its customers.
An interesting take on a brand for me would have to be an article I stumbled upon a few years back for an undergraduate marketing class. For years Nike has prided itself on being an innovative company that has found success in selling sporting apparel with a single motto, “If you have a body, you are an athlete” (Nike.com). The company’s director of digital media, Stefan Olander, conveyed a few projects the company would be embarking on that focused on building the Nike brand, and also created services for its customers. This article was interesting in that despite being one of the leading global sporting brands, Nike continues to revamp itself within the advertising world to stay in the forefront of the industry, and also provide improvement in services for its customers.
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