Nike's "great" Olympic brand positioning

During the London Olympics, the "great" offensive by Nike ethically do it official Weibo (@JustDoIt) impressed the netizens. Although in recent times, some netizens to @JustDoIt too frequent "great" theory, but undeniably, Nike's http://www.aliyun.com/zixun/aggregation/37211.html "> Olympic marketing strategy is worth learning. I want to borrow the "positioning" of the father: Jack Trout "positioning" theory, about Nike's Olympic brand positioning.

In "positioning", Trout defines "positioning": "How can you differentiate yourself in the minds of potential customers?" Positioning is not about the product, but about the mind of the potential customer. In other words, the product is positioned in the mind of the potential customer. ”

In @justdoit's microblog, we did not see Nike's gushing propaganda about any of its products, but it was a repetition of the meaning of greatness. Who are the Nike leads? I think more is "whenever" to "the", especially "after 85". Now the Times, the society more and more materialistic, more and more intense competition, the trend of more and more impetuous, Nike's "Great" interpretation, can arouse the consensus of young people, in the minds of young people to obtain recognition. Nike is going to convey a spirit of sportsmanship: What is great on the pitch?

So, I think the most successful marketing effect is not to let people remember your products how to use, cost-effective how high. This era of product replacement is frequent, but for a certain concept of identity, but often can be constant.

Remember, to enter the consumer mind is a product to express a certain spirit of the concept!

A shortcut to

Trout wrote: "Being the first is a shortcut into the mind."

Who was the first person to walk on the moon? Armstrong, of course. But who is the second?

What is the name of the world's first peak? Mount Everest of Himalaya Mountain. But what is the name of the second highest peak in the world?

"When the first is better than done" is by far the most effective positioning concept!

The tricky thing about Nike is that when N-brand is praising the "first" of the Olympic Games, "first" is submerged. Nike put the game on the court, people may be hard to remember "second, third, Nth", playing to create Nike brand strategy "first". Nike was the first sports brand to focus on Olympic athletes who had been so focused on the medals, the first to give them the "great" sports brand, the first to write "failure" for them.

So please create your own vacancy. To get a new idea or product into people's minds, you must first put aside the concepts or products of the people's mind. In this case, Nike is aware of the Chinese market. China is very concerned about the gold medal, the "Gold medal" in the hearts of the Chinese people is very heavy, is heavy, but, Nike broke the people "gold first" mentality.

Remember, do not blindly follow the bandwagon, looking for the vacancy of the enterprise itself.

"The best way to deal with the Trout society is to simplify information as much as possible," he wrote. Communication is as simple as architecture. The concept of simplifying information is further developed into the theory that we occupy the mind with the word. For example: Volvo uses the word ' safe ', BMW is ' driving ', FedEx is ' overnight ', crest is ' moth '. "Nike is" great ". Once you have a word in the customer's mind, you have to use it or you will lose it. You must "sharpen" your message so that it can be cut into the human mind, and you must drop the vague, ambiguous words to simplify the message. Your job is to sift through the materials that are most likely to enter the mind of the person.

Finally, let's look at Nike's "great" copy. Particularly want to say is: These copywriting also proved again, those who casually find a few people, patchwork of micro-blog content team, a piece of scribbled written micro-blog, is not to impress people;

Those so-called omnipotent "micro bo body", just lifeless shell, good micro bo content is carved carefully, attentively, with true feelings written.

This article is from @socialbeta columnist @ Small Circle Li

This article link: http://www.socialbeta.cn/articles/nike-2012-just-do-it.html