I’m inspired.
And, I’m moved by the new Nike commercial feature Colin Kaepernick, LeBron, and Serena. I can’t recall watching a commercial that deeply touched me since the original Apple 1984 – Think Different campaign.
But if you read the polls and the immediate reaction like the stock value, you’d think I’m missing something. Sorry, but in my view, marketing courage for the long-term matters more than selling Nike sneakers in the short-term.
In a recent survey after the Kaepernick ad came out, most people in a wide range of demographic groups have a decreased purchase intent and a negative sentiment toward Nike from their 30th-anniversary ad. So, in the short term, it is easy to see this campaign as a marketing misstep.
But I’m inspired and impressed by their long-term branding action.
Nike deserves all the kudos for believing in their brand enough to risk all of the criticism because they reinforce the essence of their brand. They are saying, we aren’t for everyone. And in doing that, they become for someone or a large community who care about social injustice issues around the world.
Most companies are fearful, weak-kneed and risk-averse and can’t think beyond the upcoming quarter. Nike isn’t taking a knee for anyone.
Employees at most companies focus on the short-term only because who knows if they’ll be around in ten years working for their employer. When I see a brand double down for who they are and who they serve, I admire the brilliance of the company’s marketing team and the courage of their leadership to support their effort.
I love that they get it. It takes nerve to deepen what the brand represents, at the risk of political fallout and a minor customer revolt.
Yes, Nike’s stock suffered billions in losses, but they gained back more than half of it the next day. They also had a 31% increase in online sales within the first few days after the ad ran on the NFL season opener.
Over time, the Nike brand is emotionally connecting with younger folks who have decades ahead to purchase sportswear and sneakers. And Nike is thinking globally while they play the long game.
More importantly, they are planting emotional seeds for the coming decades in a new generation of consumers who want to see voices like Kaepernick’s celebrated for his non-violent protest following in the foot (sneaker) steps of Gandhi and King.
Nike isn’t a perfect company and has plenty of issues with labor and working conditions in other countries. They have had their share of social and political issues to wrestle with in the last decade. My praise is around the branding and the inspirational message they are sending.
Believe in something, even when it means sacrificing everything.
Invest in the Power of Emotions
I had one of those risky moments many years ago to invest in a new marketing platform for the Slim Jim brand that was a gamble. It reinforced the core brand essence and was a chance to double down on the rebellious brand character. We pushed hard and convinced the rest of the senior leadership of the company to be even edgier and take a calculated risk to serve the targeted audience. It was one of those moments in my career that I am proud of and recall fondly. And, I remember being scared and filled with doubt. We pushed just passed the edge because, over time, we needed to reinforce the essential values and meaning of our brand.
My boss at the time wisely told me that he should be a little uncomfortable too if we are pushing our marketing just passed being comfortable. He urged me to make him squirm. Talk about leadership.
But, our marketing team understood our brand essence. We were rooted in the emotional marketing and purpose of the brand, not the transactions or the products we sold. Our efforts were a commitment to the community we served.
I’m not comparing what I did to the billion-dollar risk that Nike took. I’m am connecting with how essential it is as a marketing professional to understand the emotional underpinning that creates meaningful differentiation. And I’m also arguing that courage is urgently needed in most marketing efforts in many industries.
Plant Emotional Seeds
- Brands that know what emotion they represent take more risks if they play it safe or sit on the fence equivocating and unwilling to say what they mean. The risk exists when you market out of fear of backlash versus opportunity.
- The risk is relative. If you don’t stand for something emotionally powerful, your marketing will never break through, and your brand will always blend into a category.
- Leadership requires a willingness to take the incoming criticism because of a belief that your brand is stronger than the ephemera in the ether. When the blame dies down over Kaepernick and this campaign, I see Nike becoming an even stronger global brand.
- Deepening the emotional connection generates more than short-term cash flow. It creates trust and attention, the most valued assets. Brands can touch the spirit and soul of a consumer, often in ways that aren’t easy to articulate, but they are easy to feel.
“No one will remember what you said, or what you did; they will only remember how you made them feel” Maya Angelou
If you haven’t seen the Nike ad, click here.
Nike isn’t selling sneakers; they are connecting a community who cares about social issues. And Serena, Lebron, and Kaepernick are the voices that will define Nike’s ethos for the coming decade.
Thanks, Nike, for this demonstration of marketing courage.
Looking for a marketing sherpa to help guide your brand? You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Oliver Cole on Unsplash
