Big ideas define brands. A Nike case study

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This is brief demonstration of how Nike transformed their brand and the way they communicate to modernise their image and reconnect with audiences.

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Big Ideas Define
Brands
1
A look at how Nike reinvented the way they behaved and
communicated
Dan Matthews, August 2013
CAVEAT: I do not work for, nor have I ever worked with Nike. This presentation represents my personal views
as an experienced marketer and comms planner. It does not represent the views of my employer.
This presentation should not be used for commercial purposes.
The copyright on all images used rests with the original companies: in the main, Nike, and Apple

1980s/1990s
3
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Big ideas define brands. A Nike case study

1. Big Ideas Define Brands 1 A look at how Nike reinvented the way they behaved and communicated Dan Matthews, August 2013 CAVEAT: I do not work for, nor have I ever worked with Nike. This presentation represents my personal views as an experienced marketer and comms planner. It does not represent the views of my employer. This presentation should not be used for commercial purposes. The copyright on all images used rests with the original companies: in the main, Nike, and Apple

2. 2

3. 1980s/1990s 3 Sports stars as gods. Untouchable

4. 2000s…Rise of the Individual 4

5. Rise of Choice 5

6. Rise of Personalisation 6

7. Rise of Personal Choice 7

8. Rise of the Customer Voice 8

9. Out of Touch 9

10. The Reinvention: Communities 10

11. Digital First 11

12. Follow your audience. Partner 12

13. Personalised 13