Names are important in any industry, but i think they are especially important when it comes to advertising. Why is it that brand name products are so much more popular than the wide variety of almost identical products, that are often much cheaper than the brand names? The success of the brand comes down to the creativity that goes into it. It's about what the brand really means to the consumer. I think it often has a lot to do with status, and the image that brand name represents to the consumer.
Take Nike's "Just Do It" campaign for example. This is a perfect example of having implicit and explicit meaning, both contributing to the brand's overall success. This simple tagline carries enough context to relate to any athlete, in any sport. In fact, it can relate to any person in any situation. It creates an image; It says:
don't complain, just do it.
don't give up, just do it.
don't procrastinate, just do it.
don't procrastinate, just do it.
no matter what, just do it.
This tagline speaks Nike, it embodies Nike, it is Nike.
Because of campaigns such as this one, Nike is not just a name.
No comments:
Post a Comment