Why Simple Brands Work Best

1. Why Simple Brands Work Best
Presented by Inalink
The key to building a successful brand is generating brand awareness. Time and again, simple brands prove the easiest to
market, and become the clear choice in a market crowded with options.
An excellent example is Nike, with its iconic Nike Swoosh. The Swoosh originated in 1971 when Phil Knight, co-founder of
the company that grew into Nike, offered a young graphic designer $2 an hour for her efforts making charts and other
materials. That designer, Carolyn Davidson, was later offered the opportunity to create a stripe for one of the company's
shoe brands. Davidson drafted six options, and Knight judged the Swoosh the least terrible of the bunch, saying it might
grow on him over time.
The Swoosh not only grew on Knight, but on Nike's revenue charts. It can take any color, fit on any shoe, is instantly
recognizable, and is able to communicate a message of strength, empowerment, and perseverance. Of equal significance,
the Swoosh stands on its own without any text to identify the company to consumers. The simple design of the Swoosh
speaks volumes.
About Inalink: Promoting two-way communication rather than rote pitches, Inalink appreciates the value of simple
messages to increase sales. Find out more at Inalink.com.