Creation as Nike is a Brand Created by Analytics?

Branding is how consumers perceive a product. If say "Nike" or "Jordan" immediately, in our minds, a certain image is created. Nike Good people expect that the image you get, especially if you are between the ages of 16-40, would be "cool".

In the past, brand image was created subjectively. A trader would invent a theme for a brand image and just hoped it would resonate with consumers. As an aside, one of the biggest branding campaigns of all time was UPS --- imagine creating a brand image around the brown --- but "Brown" is clearly defined in our mind when we hear the term, UPS.


Branding can now be created objectively. In our world of social media, a trader can understand what resonates with your target market. When the image is created, they can quickly measure in real time or not resonate with your target market. Millions are spent on creating a brand image. If the image does not resonate with consumers, the brand will fail. Analytics has changed the face of modern marketing. In modern marketing, social media has created the means to develop the analysis that allows a dealer to see if your campaign is correct. Today, marketers of the brand, and not made by hope.

Nike is a great example of how it works. In the 80s and early 90s, Nike's image was based on "cool". They teamed with Michael Jordan to create a truly iconic brand. The market has changed. Many shoe companies have developed an "image" of cold. Nike knew I had to evolve.

Nike has upgraded its image of "cool" to "friend". In the age of social media, a brand must create a friendship with your customer. Nike has managed to create a brand image based on a personal relationship with your customers. In analytical measurement and create a brand image around the "truth" and not "hope" (as in "Gee, Hope this works").

Nike + cobranded with Apple to create a running community. Nike then analyzes the data to create your brand image in the new Nike running community. Analytics Nike said that Sunday is the most popular day to run. Nike has learned that the greater proportion of the community work after 17:00 This allows Nike to target your advertising to communicate with your community during the day. Morning drive radio is one of the early favorites Nike.

The key word is investment. Because the analysis, Nike knows that his target is prepared for this campaign at this particular time of year. Analytics allow Nike to maximize your advertising dollars.