The concept of branding has been leaning toward two-way communication over the past decade…
That type of talk isn’t hot off-the-press news. However, we can say that the online marketing has been driving innovative ways toward that concept over the past decade. Promoting brands through interactive services and online communication tools are emerging as the more powerful branding concept for big brands. Check out this article from AdWeek’s Brian Morissey, “Why Nike Embraces Brand Utility.”
Always ahead of the game, Nike has made a jump away from the traditional online branding seen through banner placements and online giveaway efforts. They’re making more of a stronger play by utilizing web tools that not only offer services, but also engage the user with the brand and with their athletes delivering their highly valued expertise and values.
In the Morissey’s article, Nike Global Director of Digital Media, Stefan Olander explains. “We’ve been viewing digital as less of a marketing channel than a place for services,…It’s really hard to convey a brand message” through Web ads.”
He’s spot on…Nike has made solid efforts with creating Facebook groups for NikeID and their “Ballers Network”, which was built through a partnership with Dime Magazine, and by all means, a great tool with their Nike Plus features on their Nike Running site.
However, I believe a stronger example is shown through the video content from the Nike Skills Instructional Camps last summer. Nike tailored instructional camps for the positions held by their elite basketball endorsers such as Kobe Bryant, Amare Stoudamire, Vince Carter, Steve Nash, and LeBron James.
The Steve Nash Skills Camp video that was released in November not only provides great highlights from future stars, but also gives great insights to developing moves and drills and shares tidbits from his talks with campers.
Now, Steve Nash is one of the more engaging athletes in the Nike stable, and he has a ton to bring to the table in terms of conversations and insights. Also, be sure to check out Kobe Bryant’s Skills Camp video. Yet, here is a great example of how Nike incorporates their brand with a segment that can run online, sharply targets youth basketball consumers, and partners the brand with the content in a subtle manner.
With youth basketball demanding stronger skills and a protected environment for eilte athletes to learn skills, Nike created a great tool to not only build their brand, but also a great vehicle to tell a story on the side. Nike is developing the brand while creating valued content with substance and two-way communication with potential consumers and viewers.
That’s Grade A work.
Blogga’s Note: (I know you cats from Beaverton are always dropping in here. The deeper critque from this blogga would like to see more instructional tips and more audio from a player like Nash’s talks…This is the best vid out of them all. That spot-up shooting drill from Kevin Eastman was the dope…We need more…There is at least twenty kids who will learn from that ‘change of direction’ tip. Share it.
As a super-side note, it’s only a matter of time when Nash becomes a GM. The guy knows that the players not only were the elite players in the country, but also spoke to them as the All-Conference and first-rounders of the future that they are.
For people pushing up, check out the video at the 8:00 mark, listen to that speech…”Don’t stop because I got to get to do the little things…Be in the moment and work every day, but it’s because you got to keep getting better to get to here. I still feel like I’ve never arrived. I still feel like I can improve and add more to my game and my team.”…Pure class.)
Here’s another one from the Vince Carter Skills Camp. I have to say that there is a pivot move that I know comes directly from Chapel Hill and his tutelage under Coaches Dean Smith and Bill Guthridge.
Get to There,