13. “The combination of Nike's shoes,
gear, the app and the Nike Running
Clubs enable people to become more
than just a loyal customer, it helps
them to become part of a community
where they are being encouraged to
become better runners and athletes.”
Anders Sorman-Nilsson
24. TOP DOWN
BOTTOM UP
Nearly 10 million subscribe to YouTube channel
4 million Twitter followers
7 million on Instagram
This suggests a
different model
of branding.
25. Don’t teach me
how great your
brand is.
Talk to me
about how it’s
going to change
the way I feel
49. Building your brand through digital
1. Adapt your promise to enable transformations
2. Embrace lack of control, curate your brand
3. Speak to individuals using data-driven publishing
4. Inspire participation and enable stories