Nike's new marketing mojo. How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era.
By Scott Cendrowski, writer-reporter FORTUNE -- Few outsiders have visited the third floor of the Jerry Rice Building at Nike's headquarters. Even most Nike employees know little about just what the staffers working here, on the north side of the company's 192-acre campus in Beaverton, Ore., actually do. A sign on the main entrance reads RESTRICTED AREA: WE HEAR YOU KNOCKING, WE CAN'T LET YOU IN, and it's only partly in jest. Inside, clusters of five or six employees huddle in side conference rooms where equations cover whiteboard walls.
Once upon a time, the hush-hush plans and special-access security clearance would have been about some cutting-edge sneaker technology: the discovery of a new kind of foam-blown polyurethane, say, or some other breakthrough in cushioning science. It's a Post-Facebook-IPO and Post-Web 2.0 World – But What Is It? Brazilian Soccer Team Asks Super Fans to Show Their Support in Blood - News. The Brazilian soccer team EC Vitória's red and black-striped jerseys are as integral to the team's identity as the Yankees' pinstripes.
Marketing Futures / Friday Fun Story Starter. Did Barclays Really Just Add The ‘F Word’ To Their Tagline? This article titled “I’m afraid this is not a Barclays ad – brand hacking is on the rise” was written by Arwa Mahdawi, for guardian.co.uk on Friday 6th July 2012 14.17 UTC In light of the recent Libor-fixing scandal, Barclays’ marketing has taken a surprisingly honest turn, with the troubled bank changing its tagline to: Barclays, Fucking Barclays.
The slogan features on a new and improved version of the bank’s egg timer advert and even has a mobile component, with iterations of the line recently surfacing on Boris bikes. A straight-talking poster accompanies these efforts, touting Barclays “for the best fixed rates“. Sadly, all this is a little too good to be true. Barclays has indeed attempted to distance itself from confusing banking acronyms and jargon through “more colloquial” terminology – but this was in 2006 when the bank spent £7m rebranding ATMs “holes in the wall” and putting up signs saying “Hi”.
Brand hacking, or subvertising, is not a new phenomenon. 10 quick ways to improve your life, distilled from tons of research. 20 Creative Ways To Use An Apple iPad. The Apple iPad has been a hit and it doesn’t seem to be slowing down, with the iPad apps climbing past 10,000 in the last few days.
Morgan Stanley figures show that the Apple iPad is the 3rd fastest hardware platform to pass 1 million purchases, passing that number in just 28 days which even surpasses the Apple iPhone at 74 days. As with any device that captures people’s imagination, the way that the iPad is used has been shown to be both practical and fun and that is the way it should be. I came across the CNet News NanoTech blog which had asked users their favourite uses for the iPad and here are some of the responses and I have added a few of my own along with a fun video on 10 creative ways to use an iPad. 1. Audio system “I decided to flush mount the iPad into my mom’s kitchen wall…the iPad became the ultimate song storage and categorized jukebox. 2.
We use apps like epicurious for recipes plus I scanned all of her old recipes in as pictures…Perfect for the kitchen. 3. 4. 5. 6. 7. 8. View from the ISS at Night. B-B-B-Bobby Digital. 60 Empowering Quotes to Help You Get Things Done. “However vast the darkness, we must supply our own light.” Stanley Kubrick j.mp/LR13ss. Stanley Kubrick on Mortality, the Fear of Flying, and the Purpose of Existence: The 1968 Playboy Interview. Illustrator Maira Kalman Explores Art and Existence. 100 Bullet Points from #CannesLions 2011 by @jessedee. 100+ Beautiful Slides from #CannesLions '11 from @jessedee. The Divided Brain. "The intuitive mind is a sacred gift and the rational mind is a faithful servant" Albert Einstein This latest RSA Animate by reknowned psychiatrist Iain McGilchrist (and the accompanying book) is a powerful evcoation of how the divergent, contradistinct nature of the thinking from the two hemispheres of our brain (and how they interelate) have shaped, and continue to shape, our world.
The right hemisphere, he says, is the 'master', with a capacity for handling uncertainty and a sustained, broad, open, empathetic, flexible view of the world. In contrast the left hemisphere is the 'emissary', narrow, with a sharply focused attention to detail and a preference for the mechanical, the absolute, the literal. I think the same is true in much of life, not least in marketing. We automate for efficiency. How to wander with purpose - Mitch Ado About Inspiration.