The brand platform that is NIKE.

By: Cynti Oshin

Director of Client Services/New Business Development

Wow, these people know how to build a holistic approach to supporting the brand.  One of their most recent tools is building an online motivational community through Twitter at #makeitcount.  Several top British athletes are participating in the Make it Count campaign urging aspiring athletes, weekend or otherwise, to make a personal pledge for 2012. 

I recently sat in on a seminar by Tim Williams of Ignition.  He talked about the concept of building a brand platform from which earned and paid media should evolve, rather than the other way around.  His example was Nike's partnership with Apple, and the development of a chip built into Nike shoes which provides data to your iPod to help motivate you as you train.  Runners can develop their training plan, track their progress, compare theirs to other runners, etc.  This platform is enduring and interactive, building long term loyalty to Nike.  The brand is then supported by the 'iterative' earned media and 'episodic' paid media.  When those two pieces are not in play, the platform continues to hold the brand. 

So smart.  I think I'll go buy a pair of Nike's and an iPod.  I'm pretty sure they are both here to stay.