The document discusses why the Nike shoe boxes are orange. Phil Knight, the founder of Nike, wanted the boxes to stand out from the white and blue boxes used by other shoe companies at the time. He chose orange because it would attract people's attention. As a result, Nike's orange boxes were noticeable when they launched their first shoe at a trade show. The document suggests that being consistent with iconic branding elements like the orange box color has helped Nike become a successful brand over time.

1. After reading the Shoe Dog
book by Phil Knight I learned
about an interesting tidbit.

2. Why the Nike box is
orange.

3. At the time, all shoe
boxes were white or
blue. Phil wanted
something that stood
out. He thought orange
was that color that
would get peoples
attention.

4. So when he launched the
original Nike shoe at a
show — their orange
boxes stood out from the
rest.

5. The box is orange to this
day and I think there’s an
important lesson there.
The urge to change
things is common for
most of us. It takes
discipline not to change
things.

6. A brand and iconic item
like a box can be
accomplished by being
consistent. Re-enforcing
it. Keeping it.

7. While the urge to change
things or refresh things
drives us — it’s important
to look at what not to
change.

8. Takeaway?
Before re-branding
and changing things
— look at what should
be re-enforced.
Robert Cornish