Skip to content

April 28, 2013

Greatness is not rare: Nike creates emotional connection with customers

by kailindong

“Greatness is not some rare DNA Strand. It’s not some precious thing. Greatness is no more unique to us than breathing. We are capable of it. All of us.” Yes, it is an ad from NIKE which value the greatness from normal people and encourage customers to conquer themselves and reach a certain personal goal.

The ad is telling a story about a boy called Nathan who weighed 232 pounds at the time but lose 30 pounds in six month using healthy and scientific methods. However at when the ads was launched some criticized the ad and said NIKE takes use of the boy and gain sympathy. From my perspective, the ad is cheerful and use emotional connection to encourage customers to chase dream and conquer themselves. Overweight and losing weight has become a heated issue in current society and most of people feel unconfident and lose hope in the situation. However NIKE create internal value for customers by creating confidence and courage in the products.

The greatness can help people find dream, gain respect and get confidence. Nike always does great job by using emotional connection with customers and establish positive brand image.

 

Read more about NIKE ads at:

http://www.brandchannel.com/home/post/2013/04/26/All-The-News-You-Can-Drink-042613.aspx

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Note: HTML is allowed. Your email address will never be published.

Subscribe to comments

Market Insights in Morocco & Ghana

A Global Commerce Immersion

Customer Analytics & Brand Strategy

Creativity is thinking up new things. Innovation is doing new things--Theodore Levitt

%d bloggers like this: