It Starts with Purpose
The visual landscape of today's consumer is full of noise. A basic need for the survival and success of a new or existing brand is to continually leverage differentiation. The challenge brands face is how can they differentiate in industries saturated with such noise, confusion and chaos? It is becoming more and more important for brands leverage from a standpoint, to stand for something within their space and own it. Become this point of view, or brand personality, and consistently reinvent in order to stay relevant.
It is not surprising that Nike are the absolute masters of this.
'Quality and consistency creates identity' - Johnny Ive, Chief Design Officer Apple
‘Just Do It’ was first launched in 1988 and has been consistently revisited. With it's controversially received 30th anniversary 'Just Do It' campaign, Nike is once again declaring itself on a much bigger idea than simply within sport, it’s pulling at strings in the soul of the viewers, pulling at the idea of belief, to an almost cult-like tribal status.
The importance for brands to pick sides, and stand for political and cultural views is more important than ever. Brands must continually take calculated risks, to create tribes, build brand equity and keep market share.
Further reading:
www.hodinkee.com/magazine/jony-ive-apple
www.gq.com/story/nike-sales-up-kaepernick
https://en.wikipedia.org/wiki/Just_Do_It
About BrandWerks —
BrandWerks is a design resource company focused on advancing the practice of brand strategy.
We know that brand strategy can be a difficult beast to master. We create brand strategy templates and resources that help designers, agencies, and brand strategists master brand strategy.
Our tools are actionable and fully customizable and founded in a commercial approach that helps guide you and your clients through the process.