Nike brand creative thirteen rules

Nike was founded in 1971 and today is one of the most famous brands in the world. The reason for its success is that, in addition to its continuous development of new products, it is more important to benefit from its branding strategy. Looking at the process of brand growth, the formulation of advertising creative strategy has always centered on the core value of its brand - the spirit of human beings engaged in sports challenging themselves.

The success of Nike's brand idea is to establish the brand's core values ​​and mission. After promoting in any place in the world, it consistently expresses the core of its brand and conveys the brand's accurate market positioning. At the same time, according to different cultural backgrounds, target markets, and consumption characteristics of different countries, advertising creatives of different styles are formed.

Nike is already a materialized sports spirit or a symbol of human conquest of nature and transcendence. The function of the product has been melted by the symbols and emotions that the brand has allegedly implied. This is the essence of a successful brand. Excellent ideas give the product an added value that can satisfy the target customer's psychology, visual aesthetics and emotions. Combining the product's long-lasting quality, the two are compatible and form a common Nike international brand image.

Creative Rule 1: Basketball is not a ball

I am afraid there is no second product in the world that can, like Nike, combine basketball and its own product image tightly to become a natural relationship. Excellent brands will find a natural symbol, allowing the brand to grow on another object to interpret the personality that the product itself cannot express.

The use of basketball to establish a brand image is Nike's long-standing principle. The black athlete represented by Jordan has pushed Nike's content to the extreme: excellence, strength and unbeatable culmination. Basketball has become a symbol of the Nike brand. , and lose the meaning of the original "ball." With the popularity and influence of American nba in the world, Nike has been annotated as a symbol of American culture. It has been transformed into a national cultural symbol by society. This proves that once a brand is integrated with the national and cultural factors, it has the power of God and it is difficult for people to resist the charm of their brand.

The idea of ​​holding a basketball with a pair of powerful hands of black athletes expresses the characteristics of brand humanity succinctly and clearly, and gives Nike a unique winner image.

Creative Rule II: Conquering Speed ​​with Speed

In 1998 Nike introduced a new type of steam cushion sports shoes. In order to reflect the excellent performance of the product, advertising creativity uses a series of footprints left by athletes running in desert wilderness. It contrasts with a team of fast-paced racing cars. This series of footprints generally swiftly crosses a moving fleet of cars. Fast or fast? Which speed prevails? The excellent performance of Nike sports shoes leaves infinite imagination.

The black-and-white and vast skyline, the visual relationship between cars, nature and athletes, cleverly appealed to the superior characteristics of the product, and interpreted the physical personality of the product as a spiritual symbol of man's conquering speed or surpassing himself.

The idea of ​​speed contrast is Nike

The technique often used in all advertising creatives. In fact, the speed of conquest has always been a human dream. Wearing Nike can achieve your heart's desire - speed of conquest, it caters to everyone.

Creative Rule 3: Let the Product "Thinking"

Young people have always been the protagonist of Nike's creativity. This ad has a philosophical statement: "A society that does not believe in young people is doomed to failure, or, in a worst case, a fragmented society."

The product has built a bridge between the society and young people with ideas, allowing the brand to have thoughts and knowledge that is different from the rules. This is one of the series of advertisements that Nike launched in 1997.

This series of black and white series of advertisements is a collection of young people's close-ups, fortitude and cold style, through a copy of the text to explain the views of society, failure, life and other different things, metaphor Nike perseverance and rebellion full of youth and vitality brand personality.

Brands are not merely using characters to reflect production characteristics or functions, but also are good at finding things that can refract the thoughts and viewpoints between people and products, giving products a distinctive “thought” that evokes the resonance of target audiences. It finally settled in the hearts of consumers as a good perception - the brand.

Creative Rule 4: Do not let go of the soul

Let's use Nike's products after you leave the world. It's really "ghost shoes." Creativity is in full swing, and its charm is even awe-inspiring.

This group of cartoon style is extremely exaggerated creative style seems to violate Nike's consistent creative style. The advertisement was an advertisement created by an advertising company in London in 1997. His creativity is extremely bold and rebellious. One of his copy writes: "Run - After your death, your soul can walk on the earth." Creativity is humorous and has changed Nike's traditional “theater”. This may be related to the British cultural background. However, the relevance of creativity is consistent with all Nike’s advertisements. They emphasize that “wearing Nike shoes will run It's faster and more comfortable,” even for your soul.

Creative Rule 5: It is best to let the product also speak

Nike not only demonstrates its personality with basketball. With the popularization of the Western National Movement, Nike aims to increase the market share and position the product as a brand that popular and non-professional athletes can wear.

Using the eternal image of a cyclist in the wind and rain, he elaborates an indomitable spirit, emphasizes the struggle between man and nature and tenaciously overcomes his own spirit.

Among them, this copy tells: "Cry out to: Give it up; Wind bashing: Go home; and your clothes say: The sun is new every day!" There is no mention in the article about shoes or Nike's words, but a good idea is to impress your heart and build a bridge between your products and consumers. In daily life, we will encounter many difficulties and setbacks every day. We will treat life with optimism and a calm attitude. This life attitude will be subtly expressed in advertising creative ideas, not preaching, but in the natural and humanistic images and Easy copywriting.

To make a product speak is not preaching or boasting, but rather reflecting the self. Nike conveys its values ​​in both wind and rain.

Creative Rule 6: Making Impossibility Possible

The essence of excellent advertising ideas is to make things that seem impossible in life and become possible through product appeal. The rule of thumb for creativity is to find a connection between products and things, and it is an intrinsic, not representational connection.

Let famous long jumper jackie

The joyner-kersee spans seemingly impossible distances, and the exaggerated metaphor suggests that athletes only have power beyond their impossibility. They are the miracle sneakers on their feet.

Only Nike's logo is on the screen and there is no introduction of the product's features. The brand allows you to fully develop the imagination of the wings: the human conquest of impossible things are all starting from the imagination, Nike gives people a good impression is not its infinite imagination space?

Creativity Rule 7: Old and powerful

“She was 80 years old and people said there was another chance to show her skill, but she did not think so. She said she had several times.” Humanity is the most effective killer for Nike brands. With the old woman's vulgar and vigorous writing demands, vividly depicting the philosophy that life is in motion. Although the creativity is exaggerated, but humorous people can smile and readily accept. Nike gives life and vitality to the brand personality vividly on paper. The equal sign between life and movement has unearthed the psychological needs and expectations of the audience's longing for life and cherishing life. Finding a connection and connection between women, weak, old and male, healthy and young symbol of Nike, outstanding creativity is no age limit, human nature is eternal. This idea does not weaken the personality of the brand due to the image of the old man. Instead, it further reinforces Nike’s appeal for humanity and healthy vitality. This is where the creativity comes into its own.

Simplicity is an eternal beauty and a bold adventure.