Do You Know The Notion of Brand Positioning
I believe that in the London Olympics period, the great offensive of Nike “Just Do It” official micro blogging gave a deep impression to public. Recently, users was very critical of the argument of too frequent “great” of @ Just Do It, but undeniably, the Olympic marketing strategy, Nike is worth learning. The author want to apply the theory of “location” the “localization” father Jack Trout into practice to discuss the Olympics Nike brand locating.
Especially it was defined as “localization” by Trout like this in the book “locating”. How to make you out of the ordinary in the heart of underlying clients? Locating need process around the heart of the possible clients rather than the commodities. That is to say, the commodities should be oriented in the heart of underlying clients.
In the twitter @Just Do It, we never see any of its products to Nike voluble propaganda. It just repeated to interpret “great” true meaning to everyone. Nike’s potential customers would be more of people born in1970s and in 1980s, especially those born after 19885. In modern times, society was becoming more materialism, the contend is increasingly intense, the atmosphere is more and more impetuous. The explaining about “great” for Nike is leading to the consensus of the younger and got the identification in the mind of the younger. Nike want to communicate a kind of sports spirit: what is the great on the contest ground.
Therefore I believe that the best marketing effect is not that you can make a person recall how to use the commodities and how high the price is. In this era of frequent upgrading of the commodities, the identity of some concept for us is often constant. Remember that to enter the clients in mind is the spirit concept which the product wants to express. The shortcut into the mind is to create space. Trout said by pen: being the number one is the bee line into the mental.
Nike’s clever lies on that when many trademarks all gave compliment to the number one of Olympics, the number one was submerged on the contrary. Nike made “the second, third, N” which was hardly remembered by people in the field of Olympics be the first of Nike brand strategy. Nike is the first sports brand to pay careful attention to the Olympic athletes missed the medal and is the first sports brand who gives them a “great” name, and it also the first sports brand to write “failure” for them.
So please create your own room. If you plan to let a fresh point or fresh commodity into the mind of public, you have to get rid of the primary related ideas or goods in the mind. In this point, Nike is very confident to understand the Chinese market. Chinese people are very care about the medals, and gold weight heavy in the heart of the Chinese. However, Nike broke the only gold medal supremacy mental for Chinese.
Do not blindly follow the trend and on the contrary you should find your own space. You should cut the messages short to cope with the t excessive transmission society.
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