I was 14 when I got my first pair of Nike Frees. I don’t remember seeing a TV ad or hearing a radio ad for them, I don’t remember any clerk selling me on them. I remember a sign right above the shoes at Dick’s Sporting Goods, it said “it’s like running barefoot.”
I didn’t need a salesman at that point, I didn’t need an elaborate YouTube video describing all the “special features” of the shoe. I knew it would make me feel as if I were barefoot… and I loved being barefoot.
A lot of products and services try to sell us stories, stories of high fashion, of playing like an all-star, of being more creative than others. Then there are the products and services that remind us of the stories we already tell ourselves.
The best brand strategy isn’t one that sticks to a wall, it’s one that throws itself at a wall that is already sticky.
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