Please enable JavaScript.
Coggle requires JavaScript to display documents.
how Adidas is using creative naratives to build brand equity - Coggle…
how Adidas is using creative naratives to build brand equity
Adidas Outdoor
Small part of the brand
On-brand, but ok to be disruptive
Following industry norms ?
Eager to do things differently
Target : younger minded consumer
Learnings & assets from othe departments of the brand
R&D department to be disruptive
Olympics
Tokyo 2020 = new opportunitiy
Consistent message and cohesive red thread through the Olympic activity
+++ customer centricity
Creativity
Brand equity
Heads & Hearts
Still need a media strategy
Small part of the brand ==> Disruptive
Storytelling & narratives
Balance between brave & strategically correct
Need to connect with people
Always an eye on it
Tech topic is OK, but style & storytelling is mandatory