Nowadays we are witnessing a critical shift
in marketing and communications. In the past, people believed that to be
successful in this business, you should overexpose the customer until they get
overwhelmed. That way, people would remind your brand; therefore they would
consume your product.
Ridiculous! These underestimate the
consumer, and your product; there is no point of relationship.
Luckily this has changed…
The relationship between a brand and the
costumer should be like a love story. A product is not an inanimate object; it’s
as whole experience.
Brands have to tell a story that engage the
costumer, they have to continuously procure them, so they can create an
intimate relationship and as result they will gain their heart or they can
conform with their brand Loyalty.
A brand that connected me into their story
is "Nike". As sports lover and specially soccer, I always spend time
investigating about different products and brands. Who have the best outfits,
best shoes, athletes etc.
When I was a kid, I always loved to see my favorite player in the commercials, it has always been a good way to engage
with people; and feed the kid's dreams of being a professional players.
But I think one of my favorites marketing
stories was Nike’s soccer campaign "Take It to the Next Level" that
was launched in 2008 for the Eurocup soccer tournament.
Nike’s marketing team are truly geniuses.
But what makes this campaign so special?
They considered this children’s dream, of being a football player
(soccer is only in America) and translated into a masterpiece.
In this commercial, you are the main character; from the scouting
moment, passing through all the hard training, parties, fame, difficult
situations etc..
What has been amazingly achieved is that you’re facing the best players
in the world and you can actually feel the harshness of the game.
I think Nike have always made a terrific
job talking about marketing, however I also think they are a little bit overdue
in content marketing. Being aware of this, Nike has already started to address
their efforts towards this engaging weapons, strategies like Nike plus or Nike Running blog are just a few
examples of their strategy.
Nike is considered the most innovating
brand in 2013; I think we'll see so many ways to engage sports lovers.
I liked that you describe the relationship between a customer and a brand is a love story. I am also a Nike fun. They always surprise me with great commercials. Glad you wrote about it
ReplyDeleteI love your visuals and the way you describe that the relationship with a brand should be a love story. So poetic and so true. I am doing a lot of Brand Research here at NYU and I think I will use your information as a reference:)
ReplyDeleteSee you in class.
I really like the see-through look of your blog. It makes me more engaged in what I'm reading.
ReplyDeleteI think Nike is impressive as well. It has come up with products outside of its bread and butter products such as the Nike fuel + band and running apps. By doing this, it really sets an example for other brands!
Hi Alex! I loved this blog post and how you used the metaphor of an intimate relationship to describe a brand and a consumer. I completely agree with you that a brand is all about the experience they create for the consumer rather than the product they try to sell to them. It is a much deeper connection than just a purchase and that is where brand loyalty comes in -- what every brand strives for. This was a great read!
ReplyDelete-- Yuli