By: John Genest
Published: October 16, 2009
BEAVERTON, OR- In response to President Obama being awarded the Nobel Peace Prize last Friday, Nike has changed its iconic “Just Do It.” tagline to “Just Say It.”
“Our brand’s messaging must ring true to the times,” said Mark Parker, Nike’s president and chief executive. “‘Saying it’ has become more important than ‘doing it.’ We aren’t above adapting to shifts in societal values and benchmarks of success [involving Obama].” Parker also did not rule out product changes, such as redesigning footwear to maximize comfort while standing in place and sitting down.
Launched in 1988, “Just Do It.” became internationally synonymous with the brand’s results-oriented lifestyle, and, as a result, one of the most celebrated taglines of the 20th Century.
“It took one man and less than nine months to make a universal phrase, let alone a legendary brand’s identity, seem antiquated,” said John Vine, a Boston-based brand consultant. “This is a testament to Obama’s legacy. I guarantee this move has countless brands reevaluating their marketing strategies. Nothing is above the influence.”
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