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Positioning by quality and value (NIKE), image, image, 180328-yu-visible…
Positioning by quality and value (NIKE)
INTRODUCTION (story telling)
most important reason to innovate the old is to protect your iconic status, the highest and most profitable form of branding.
Iconic brand connect more deeply with their audiences.
Steve Jobs, adviced Nike “Nike makes several of the very best items in the world. Products that you fancy. So, simply get rid of the crappy things as well as concentrate on the good stuff.”
Instead of chasing after the brand-new, they introduce the old. They take all their glossy new ideas as well as apply them versus existing services and products that currently have significant market momentum and also consumer goodwill, with the goal of making them a lot more iconic.
POINT 2: Evolve your story and heritage to create meaning
Nike has constantly developed the story of the Air Max, from the origins as a space-age, NASA innovation.
The NASA story utilized to secure astronauts from head injury, to the elevation of the brand name in addition to each jump of every youngster that just wished to “be like Mike.”
Tale could absolutely transform the value of a product.
POINT 1: Protect signature elements to maintain familiarity
Iconic NIKE products enjoy a stronger connection with their audience, and consistency is an important element of that connection.
For example, Nike Swoosh and the unique air pocket in the sole of the shoe.
Nike Swoosh and the unique air pocket in the sole of the shoe.
POINT 3: Introduce the advantages to supply delight
NIKE considers their existing products and seek methods to draw attention to them more plainly, as well as boost the amount of pleasure they provide.
For example, NIKE Air technology
This process has consistently included dramatization to the item and maintained it fresh.
