Brands need purpose
Visiting the newly opened Nike Town on London's Oxford Circus, the brand's mega flagship store, way back in 2000 was a revelation for a young brand junkie like me. It was a brilliantly immersive encounter not just with the products but also with something intangible, a sense of the Nike brand spirit. As a brand touch point, Nike Town was five to ten years ahead of the rest of the field.
After reading the founder Phil Knight's biography Shoe Dog, (highly recommended to anyone interested in branding) which details the Nike journey I felt I understood what drives the company's brand loyalty to the extent that many Nike employees get the Swoosh Tattooed on to their skin. In simple terms it comes down to this: by knowing and being able to articulate and communicate their purpose and values Nike is easily able to make decisions about what is and what is not right for their Brand.
Nike's latest, highly publicised advert draws on this understanding of purpose and makes a massive statement, Nike are still rebels, are relevant right now. Nike most definitely stands for something!
James Dudley, founder at Boom Branding | jim@timetogoboom.com | +41797518950
Brands that connect stand for something, their honest and will do the right thing, regardless. Yes, brands need purpose and those that do will be rewarded.