In Nike founder Phil Knight’s book “Shoe Dog” he focuses on the deals. Factory deals, sponsorship deals, celebrity deals. It’s all about connecting superstars to superschtick. He never once talks about the cultural relevance of Nike advertising or the “Just do it” line ripped from a Clint Eastwood movie.
Brand vision is intention. It can be a single-minded intent, or a group of goals and objectives — typically no more than one, two or three.
Some companies these days realize that the best opportunity is not to drive people to your website, but to push them toward your mindset.
Here’s an activation you can deploy that has been proven successful in-market, with single and double-digit sales increases for billion-dollar brands. There are even some additional branding tips for you at the end.
Brand voice is one of the most important, genuine and strongest articulations of what we call Brand.
