Nike/Kaepernick: There May be Tangible Marketing Benefit for Brands Whose Values Coincide with Those Held by their Targeted Consumers
September 7, 2018 I A. Bruce Crawley
Nike just made a very public bid for being placed at the very top of the list of America’s most “woke” brands, i.e., those best positioning themselves for future profitability by giving today’s consumers what they want.
Before we get too much further, let’s refresh: Nike just announced a new ad campaign featuring some of America’s most iconic and inspirational athletes. The list included Colin Kaepernick, Serena Williams, Shaquem Griffin, Odell Beckham, Jr, LeBron James and skateboarder Lacey Baker. The campaign’s tag line is: “Believe in Something, Even if it Means Sacrificing Everything.” The campaign’s message is brilliantly, emotionally executed.
Technology, Changing Media Preferences and Newsroom Contractions Lead to Changes in the Old Journalism/Public Relations Pecking Order
August 8, 2018 I A. Bruce Crawley
In the old days, there was a decided pecking order among communications professionals: At the top of that order were those who practiced journalism, i.e., those who worked for a recognized, local, regional, national, ethnic, daily, weekly, periodical, print or broadcast media outlet. Over recent years, those who practice their craft digitally, as independent bloggers, have also been added to that list.
Recent Posts
New Online Ad Channels: Disrupting Political Campaign Spending and Outcomes
November 9, 2018
Belief-Driven Buyers: Generating Hardball Marketing Outcomes from CSR
October 12, 2018
September 7, 2018
August 8, 2018
July 6, 2018
May 29: Did It Work for Starbucks?
June 4, 2018
May 6, 2018
Brands Have Much to Learn From Legacy Media’s Shift To Being Truly Consumer-Centric
April 3, 2018
Where’s John Wanamaker When We Need Him?
March 8, 2018
Black History Month: An Annual Reminder of a Missed Marketing Opportunity
February 10, 2018
We've Moved: Both Physically & Culturally
January 11, 2018
Archive
Follow Us
A. Bruce Crawley is president, CEOand principal owner of Millennium 3 Management, Inc. (M3M). Read More...
Learning to Use Digital Marketing in Ways that are not Annoying, Intrusive, but Persuasive, to Consumers is Job #1
July 6, 2018 I A. Bruce Crawley
There is an increasingly inescapable conundrum facing those relying on improving the effectiveness, reach and accuracy of digital advertising efforts. It’s created by the concurrently growing reality that consumers targeted by online solicitations seem disinterested in, and even resentful of, being targeted by such campaigns.
Consumers are reluctant to engage with ads that they know have been forwarded to them because of recent online activity, and feel they are being intruded upon, and it makes them suspicious and distrustful.
I
@ABCrawley_M3MPR