BRAND STORY A brand story is more than content and a

narrative Goes beyond what’s written in the copy

on a website, the text in a brochure or the presentation used to pitch to investors or customers

It isn’t just what you tell people it’s also what they believe about you based on the signals your brand sends

It is a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t even told by you

Why Tell a Story… If you don’t have a story you are just another

commodity You have no way to differentiate your brand or

your business It’s about building something that people care

about and want to buy into It’s about framing your scarcity and dictating

your value It’s about thinking beyond the utility and

functionality of products and services and striving for the creation of loyalty and meaningful bonds with your customers

A great brand story strategy will show you how to stand out, increase brand awareness, create customer loyalty and power profits

THE STORY BEGINS Once Upon a Time

In a land far away, well not THAT far, America actually… two visionary Oregonians shook hands

IF YOU HAVE A BODY , YOU ARE AN ATHLETE

THE SWOOSH- AS THE LEADING CHARACTER

WHAT IF NIKE DIDN’T HAVE A STORY? Put a couple of trivia images here (with

animation, one should come after the other)

NIKE: A BRAND WITH A COMPELLING STORY

Beliefs and Values:

What does it sell??

“Nike sells shoes but it’s not in the shoe-selling business”

EmotionsAchievement Aspirations

Perseverance Victory

EVERY GOOD STORY HAS CONFLICTTapped into the ultimate conflict in all human

beings: PURPOSE AND SELF-VALIDATION

The First print ad by Nike in 1964

1978:  Nike signs Tennis “bad boy” John McEnroe

THE STORY OF REVOLUTION

THE STORY EVOLVES

1984: Nike signs Michael Jordan including his own signature shoe, the Air Jordan

Campaigns: May be its my fault or may be you are just making excuses let your game speak

From : the story of “REVOLUTION “ to : the story of “INSPIRATION”

THE ERA WHEN NIKE GOES COLD In 80s, it faced fierce competition from its major

rivals Reebok

In 90s it adopted new religion of brand consciousness

Broke advertising sound barriers and defied sports figures

LETS see HOW??

THE STORY EVOLVES FURTHER

From : the story of “INSPIRATION “ to : the story of “HEROISM”

EVERY GOOD STORY HAS A HAPPY ENDING

Adopted the Concept of Emotional Branding

Nike uses both self-loathing and determination to build customer loyalty

The battle between healthy you and lazy you

We are all the hero of our own story

NIKE- “JUST DO IT” CAMPAIGN

In 1988 , introduced its famous tagline, “Just do it“, a brainchild of Dan Weiden, co-founder of famous ad agency Wieden + Kennedy

Objective: From being a choice of few marathoners to a choice of every American

Positioning: Confident brand which accompanies you to overcome the most critical times

Marketing tactics:I have done it!!.. The situation is not as difficult as you think

Message: Believe yourself just like believing Nike as you are always doing

NIKE- “MAKE IT COUNT” CAMPAIGN

Hired the film director and editor Max Joseph to create a commercial for the Nike FuelBand

Joseph travelled 34,000 miles, visiting 16 cities in 13 countries on three continents

The film has gone viral and been viewed more than one and a half million times on YouTube in less than three days.

CONCLUSIONGet real people involved - It makes the story more compelling and more likely to be shared

Let the brand go - Allow and encourage new interpretations of the brand to expand your creative input beyond one team of advertisers

Don’t focus on the product - This type of storytelling is about brands, their personalities and driving an emotional connection

Keep the objectives in mind - Keep your efforts organized under themes designed to support business objectives and constantly curate and edit content to ensure only the best is being shared