SCOTT GALLOWAY: A somber Instagram post is meaningless when it comes from a multi-billion dollar company with the power to do much more (via profgalloway)
. The Portland firm's most recent campaign was typical Nike, capturing the moment and unafraid to take risks. A twist on the iconic "Just Do It" campaign: I believe this is a seminal moment in advertising. Simply put, brand-based social messaging has jumped the shark. After consulting to the CEO/CMO of every major athletic apparel shoe company in the world, my advice is to...
A consumer brand addressing social issues was largely verboten. Michael Jordan reminded us that it meant alienating a large segment of your market . But recently, brands saw an opportunity to take risks and embrace the orthodoxy of their core consumer — more socially conscious millennials and Gen Z. Nike embraced Colin Kaepernick and took a calculated risk that paid off. The math? People of color have a in Nike's customer base than the population at large. Most of Nike's consumers are under the age of 35, live outside the US, and are willing to spend $200 on Vapormax Flyknit shoes. This is Latin for progressives. This was a genius, shareholder-driven move.
The battle to say something without saying anything has been fierce: "The NFL is greatly saddened by the tragic events across our country." "As a team we've vowed to face pain with purpose" . Just as the Coca-Cola Company taught the world to sing, it feels as if the 700+ person Facebook communications team has taught corporate America how to feign concern while doing nothing.
Just as brand equity has moved from promise to performance, it's now moving from words to actions. J.C. Watts, Republican from Oklahoma, said, "Character is doing the right thing when nobody is looking." Firms stating what is basic political orthodoxy is not leadership but performance. Words are meaningful, but actions are profound — speak louder. So far, the actions have been anemic.
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