Comments on: Is this 'True' Corporate Responsibility, Nike? http://www.brandculture.com/blog/2008/08/to-be-true-or-not-to-be-true-that-is-the-question-for-nike/ Branding. Not Bull. Fri, 03 Sep 2010 23:10:14 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: manu prasad » Communities and Brandstreams http://www.brandculture.com/blog/2008/08/to-be-true-or-not-to-be-true-that-is-the-question-for-nike/comment-page-1/#comment-406 manu prasad » Communities and Brandstreams Mon, 19 Jan 2009 08:27:14 +0000 http://www.brandculturetalk.com/?p=37#comment-406 [...] to FMCG giants that attempt buzz marketing, everything is being tried. Some succeed, and some are questioned. What the last link, Nike shows is that brands cannot escape now with lip service. They have to be [...] [...] to FMCG giants that attempt buzz marketing, everything is being tried. Some succeed, and some are questioned. What the last link, Nike shows is that brands cannot escape now with lip service. They have to be [...]

]]> By: BrandCultureTalk Blog http://www.brandculture.com/blog/2008/08/to-be-true-or-not-to-be-true-that-is-the-question-for-nike/comment-page-1/#comment-405 BrandCultureTalk Blog Thu, 11 Dec 2008 17:16:20 +0000 http://www.brandculturetalk.com/?p=37#comment-405 Thanks for the comment Dan. Good food for thought. Welcome to BrandCultureTalk! Thanks for the comment Dan. Good food for thought. Welcome to BrandCultureTalk!

]]> By: Dan Harris http://www.brandculture.com/blog/2008/08/to-be-true-or-not-to-be-true-that-is-the-question-for-nike/comment-page-1/#comment-404 Dan Harris Mon, 01 Dec 2008 19:51:29 +0000 http://www.brandculturetalk.com/?p=37#comment-404 You asked for my thoughts on your post to-be-true. So here you go. Nike has a brand culture that has millions of stories circulating in market. This "Be True" campaign screams "Loyalty". They want current, and former customers to come home to the brand. They are trying to appeal to prospects and current customers with a campaign that tells a story. That's what brand is all about. The tactics they are using based on what you've presented are a bit outdated. Print and websites fine, but Nike needs to reach out to influencers in the market, tell thier story via blogs, video, voice, and get the word out via shortcode campaigns and promotions that take what they have printed and send them globally via viral methods. Instead of sending out magazines that go to waste and are expensive to print and waste paper, send out a dozen of the newest shoes to the influencers on campus and have them talk about them, write about them, show them off. Word of mouth is very powerful. As far as the crisis managment overseas with labor laws, I believe Nike has been proactive, continues to communicate it's efforts and based on my limited research has not neglected thier corporate responsibility. They seem to have embraced the idea that Nike can be an agent of change in helping those employed by overseas manufactuers. The only thing they could do is bring those jobs back to the U.S. and help our people in our hour of need. I appreciate the forum. Dan Harris http://www.danonit.com You asked for my thoughts on your post to-be-true. So here you go. Nike has a brand culture that has millions of stories circulating in market. This “Be True” campaign screams “Loyalty”. They want current, and former customers to come home to the brand. They are trying to appeal to prospects and current customers with a campaign that tells a story. That’s what brand is all about. The tactics they are using based on what you’ve presented are a bit outdated. Print and websites fine, but Nike needs to reach out to influencers in the market, tell thier story via blogs, video, voice, and get the word out via shortcode campaigns and promotions that take what they have printed and send them globally via viral methods. Instead of sending out magazines that go to waste and are expensive to print and waste paper, send out a dozen of the newest shoes to the influencers on campus and have them talk about them, write about them, show them off. Word of mouth is very powerful. As far as the crisis managment overseas with labor laws, I believe Nike has been proactive, continues to communicate it’s efforts and based on my limited research has not neglected thier corporate responsibility. They seem to have embraced the idea that Nike can be an agent of change in helping those employed by overseas manufactuers. The only thing they could do is bring those jobs back to the U.S. and help our people in our hour of need.

I appreciate the forum.

Dan Harris
http://www.danonit.com

]]> By: Communities & Brandstreams http://www.brandculture.com/blog/2008/08/to-be-true-or-not-to-be-true-that-is-the-question-for-nike/comment-page-1/#comment-403 Communities & Brandstreams Sun, 31 Aug 2008 07:13:45 +0000 http://www.brandculturetalk.com/?p=37#comment-403 [...] to FMCG giants that attempt buzz marketing, everything is being tried. Some succeed, and some are questioned. What the last link, Nike shows is that brands cannot escape now with lip service. They have to be [...] [...] to FMCG giants that attempt buzz marketing, everything is being tried. Some succeed, and some are questioned. What the last link, Nike shows is that brands cannot escape now with lip service. They have to be [...]

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