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How did Nike, Dove, & Amazon build their brands

Updated: Nov 11, 2020

I was asked the question today: “How did each of these companies build their brand? What unique media approach did each of these brands use to build awareness and affinity?”


Below you will find the summary of my response. I look forward to your thoughts and comments.

Nike, Dove and Amazon are brands born in an era of an evolved marketplace; meaning a moderately competitive market with diminishing macro market stability. Their marketing campaigns were designed based upon an evolved perspective of consumer behaviour. These brands were successful at communicating their differentiated value in a consistent manner through a high level of engagement and emotional relevance.

Nike:

Nike has been consistent in communicating their mission, “To bring inspiration and innovation to every athlete as a high quality performance product that evokes passion”. This is demonstrated through their emotionally driven campaigns personified by highly charismatic athletes segmented by consumer relevancy. Reinforcement of their position as innovators is seen through the technical production of their traditional media, and as well their keenness to explore emerging forms so to increase one to one engagement.

Dove:

I blogged about this same topic in 2007.

Dove positioned itself as a mainstream champion of a new definition of beauty. At some point, Oprah came on board and helped fuel the momentum of the initiative (advocate). The leveraging PR, utilization of digital media and social media allowed Dove to create a connection with the consumer that is rational, relevant, and emotional.

Amazon:

Amazons success came from their consistent delivery of their customer centric corporate strategy to: “Start with customers and work backwards … Listen to customers, but don’t just listen to customers – also invent on their behalf … Obsess over customers.” executing a C2C model, customer friendly, scalable environment allowed them to consistently fulfil their promise over time and generate strong brand equity.

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