Top of Mind Thursday September 6, 2018: They Just Did It

Top of Mind Thursday

This week, Nike celebrated the 30th anniversary of their “Just Do It” advertising campaign by launching an ad featuring former NFL quarterback Colin Kaepernick, who started the practice of kneeling during the playing of the national anthem at NFL games.

Leverage2Market Logo

Kaepernick and his fellow players have said they are doing this to draw attention to the ongoing mistreatment of Black youth by police across the country. However, some people have chosen to believe that this action is meant to be disrespectful to America’s military.

Nike’s decision to feature Kaepernick in their latest campaign has re-ignited the controversy, drawing the attention of those on both sides of the issue. Some outraged customers have threatened to destroy their Nike products: one man even attempted to burn his sneakers while still wearing them.

Does this bother Nike? Probably not. In fact, one school of thought is that they expected this reaction to occur, but banked on the fact their core customer base (younger and more urban consumers) would identify with this kind of activism and more than make up for those who choose not to remain with the brand.

One industry expert estimates Nike received over $100 million of free promotion for the company in the first 48 hours alone. During that time, the company was mentioned over a million times online–a 3000% increase in conversations.

Regardless of how you feel about the kneeling issue, it’s clear Nike’s bold actions have allowed them to stand out above the noise in the marketplace.

In fact, in this case, when it came to making noise, Nike decided to go all in  and just do it.

To subscribe, please click here.

Contact me to find out how to get heard above the noise.


Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.Check out our marketing thought leadership podcasts.

Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Download a FREE chapter now.

What are people saying?

Buy now.


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

This entry was posted in News and Updates, Top of Mind Thursday Memo and tagged , , , , , , , , , . Bookmark the permalink.

Comments are closed.

  • Upcoming Events

  • What’s New

    Podcast: "We Built This City" - Linda Popky shares stories about her 40+ years in tech marketing in Silicon Valley. She says, "Don't ever listen to somebody who tells you you can't do something." - Listen!

    Podcast: Interview of Linda Popky about Using Friction to Improve Your Marketing by Gene Hammett on Leaders in the Trenches.

    SAC® Press Release: "Outstanding Customer Experience Can Be A Key Differentiator For Successful Businesses" – Read release.

    Podcast: Linda Popky interviews Alex Goldfayn, CEO of The Revenue Growth Consultancy, who tells us why fear is the greatest enemy of sales. - Listen.


    Take our Marketing Above the Noise Assessment.

    Video: Just a Moment for Marketing: Stand Up and Be Counted. Customers notice if you stand up for what is right. – View the video.

    NEW eBOOK: Top of Mind: 101 Insights to Transform Your Business
    Purchase PDF or ePub book.
    Top of Mind

    Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.

    Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article

  • Read Our Blog

  • Subscribe to the Top of Mind Thursday Newsletter

    Free articles download with sign up
  • Marketing Above the Noise

    Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.

    Marketing Above The Noise

    What's Inside Available in Hardcover and eBook formats