A Branding Perspective – Why Nike Supports Kaepernick
The announcement that Nike is now using Colin Kaepernick, one of the most divisive American athletes in our time, to promote its brand was stunning, and guaranteed to further polarize a very partisan society. Most major companies steer away from stances that will surely anger so many constituents. Then why did Nike introduce such a controversial figure in its new “Just Do It” campaign? I’m not taking a position on whether this was right or wrong, but Nike’s action does represent an interesting case study on the strategic thinking for sustaining a proven and successful brand image. A...
Read MoreHow CEOs Can Restore Their Company Brand Trust
You just can’t win, say many CEOs. Take a stand on almost any socio-economic issue today and you will delight many, but offend others. While our society has become so polarized and reactive, there is also a growing desire by most consumers, employees and investors for CEOs to take more proactive action to improve society. The dynamics of any journey to build trust and credibility are often confusing and conflicting. The latest Edelman Trust Barometer study found that the credibility of CEOs reached an all-time low of 37% in 2017, although it jumped up to 44% in 2018, followed by a rating...
Read MoreHow Newly Energized Millennial Activists Are Shaping Brand Choices
Already in 2018, we have witnessed traumatic events that have galvanized a surge of activism from three sources which heretofore have been either dormant or ineffective with their voices for change: (1) primarily Millennials, led by Generation Z students from the Parkland, Florida massacre who are initiating a broad movement against pro-gun politicians tied to the NRA, (2) noteworthy brands taking a stand against NRA positions, and (3) the women’s growing movement against sexual harassment ( e.g. #MeToo initiative). The ultimate goal of all these forces is to influence the allegiance of...
Read MoreBuilding A Stronger Brand And Culture With “Keystone Habits”
Marketing is ultimately about changing the behavior of a customer (e.g. a purchase decision). Related to this, creating new behavior patterns of employees is also essential for transforming a company culture and brand. With social media dominating our lives today, the behavior of company employees and external customers is intertwined, presenting new opportunities for strengthening company brands. In a recent newsletter from a friend, Rich Czerniawski, he referred to the concept of “keystone habits”, which came from Charles Duhhig’s book, “The Power of Habit – Why We Do What We Do in...
Read MoreThe Resurgence Of Values-Based Branding For Restoring Trust
The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers. These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” rather than the government, media or big business and brands. Appealing to these distrustful customers who lack confidence and motivation has become a top priority. The answer will involve a new type of marketing, values-based...
Read MoreHow Purposeful Branding Is Driving Millennials And Social Entrepreneurship
The world has changed dramatically in the past 10 years, or since the 2008 recession. Economic and job growth is coming less from traditional industry or big corporations, but more from entrepreneurial startups. Historically this involved business entrepreneurs, but today it is the social entrepreneur that has taken center stage. And a key driver for this trend is the emerging values of Millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for – e.g. a purpose beyond profit, or how...
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