Posts Tagged ‘Nike

18
Feb
10

Mental model message

mental model message

Just Do It.™” Three concise words that not only comprise one of the most recognizable slogans in advertising history but have transformed Nike® into an emblem of athleticism. According to Nike company lore, the slogan was coined quite unintentionally in 1988 at a meeting hosted by Wieden and Kennedy, Nike’s advertising agency. Dan Weiden, speaking admiringly of Nike’s can-do attitude to a group of Nike executives, reportedly gushed, “You Nike guys, you just do it.” And the rest, as they say, is advertising history.

Twenty years later, juxtaposed next to Nike’s indelible “swoosh,” the “Just Do It” slogan is still deeply imprinted on our collective brand consciousness. I felt the sway of Nike’s brand as I eyed a new pair of cross-trainers during a recent shopping trip. “You’ll like them,” the salesman assured me, “they’re really athletic.” Really athletic. My mind raced with images of Sporty Me. Suddenly, I was transformed into a vigorous jogger. Or perhaps the shoes would morph me into the aerobics maven who lurks under professional clothes and demeanor. Maybe I could “just do” the physical lifestyle that hectic real-life keeps me from pursuing. My mental model was seized with possibilities.

It is this mental model, mine and countless others, on which Nike has spent millions. Continue reading ‘Mental model message’




about neena gupta needel

In marketing, a brand touchpoint refers to every opportunity a company has to impress its brand upon its consumers. I hope my thoughts on these pages will help to connect my ideas with others who share a passion for marketing and communication.

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