Shoe Carnival, Inc.’s Post

Each brand has a unique personality that sets it apart in the business world. Today, we delve into the distinct personalities of two notable brands, each with its own unique charm and style. Let's explore what makes them so special! 💫 Nike - The Champion 🏆 Nike embodies the spirit of a true champion. Your brand personality exudes confidence, determination and a relentless pursuit of excellence. Just like a famous athlete, Nike does not give up in the face of challenges. Inspires people to push their limits and "Just Do It." 💪 Coca-Cola – The Classic Friend 🥤 Coca-Cola is the classic friend that everyone loves to have around. The brand personality is warm, nostalgic and inclusive. Coca-Cola's timeless appeal transcends generations and is often associated with joy, togetherness and simple pleasures. Sharing a Coca-Cola with friends is more than just a drink; It's a shared moment of happiness. 🥂 Which brand personality suits you best: the champion or the classic friend? Share your opinion in the comments below! 👇 #BrandPersonalities #CocaCola #ClassicFriend #BrandStory #Innovation #Nike #Champion #BrandIdentity #Inspiration

"During Donahoe’s tenure, Nike sales have grown 31% to $51 billion in 2023. That is more than double the results of Adidas, its closest competitor by far. New Balance reported sales reached $6.5 billion last year, and upstart On almost hit the $2 billion mark." - The Wall Street Journal / Inti Pacheco (unlocked link below) Yet the markets have punished Nike stock. Winning in the sports business requires greatness at product innovation and clean distribution. Even with 31% growth, the markets know that Nike is underperforming relative to stronger competition, especially a strong lululemon, resurgent adidas and New Balance and niche players like On, HOKA, Brooks Running, Tracksmith, Vuori and NOBULL creating new energy. If we look at history, this same negative pattern has repeated itself whenever a new CEO without a sports / lifestyle product or sales background takes over, regardless of how talented and experienced they are. And the opposite positive effect takes hold when a product leader takes over. What do my sports / lifestyle industry people think? /// #innovationeconomy #nike #sportsinnovation #therealheroistheproduct https://lnkd.in/eQjY6ppb

More than Reebok's lack of consistency, I believe the graph reflects their ability - or lack of it - to appeal to a broad audience. Reebok divides the world into winners and... losers. To describe the latter, it uses a term that most sports enthusiasts relate to: spectators. Clearly, the attempt is to position the brand in life's playground and engage a larger audience than just active athletes – targeting the 'protagonists of life.' But how vast is the group that identifies as such protagonists? Nike bases its strategy on a mission of inspiration and total inclusivity (pioneering, in fact), aiming at an enormous audience: everybody. --> 'To bring inspiration and innovation to every athlete* in the world.' *If you have a body, you are an athlete.

Consistency is key...

As a previous higher ed brand marketer, I'd like to urge those who are still in the industry to use this data/example as a cautionary tale. Brand teams should never follow suit of the capital campaigns driven by Advancement and change taglines every year or two for their brand campaign. Those types of campaigns are very different and meant to do very different things. Branding = consistent messaging over time While I'm certain that the decline of Reebok and growth of Nike was not solely due to the shaky branding work by Reebok, it certainly did a lot of damage over time. As one of the commenters on this post smartly said: "Customers don't get tired of taglines. Marketers do." You don't need to, nor should you, change or "freshen up" your brand (message or logo) just because you're tired of it. Freshen up how you speak to and reach your target audience, not what you're saying. Say that thing over and over and over and over and over...

In healthcare, I think the companies that will endure will find the adequate balance between innovation and consistency to grow and still provide excellent, patient centered care. The most respected brands I know (the Los Angeles Lakers, Patagonia, and Sony immediately come to mind) provide a consistent product and continue to build from a solid foundation of values. When I see healthcare companies making changes ad nauseam without referencing a core set of values, I'm always nervous for its success and ability to sustain its impact. #innovation #healthcare #branding #consistency

Evidence in graph form of the benefit of keeping your message simple but also consistency over time. These are the key points to building any successful brand across any medium.

That's what we refer to as brand consistency.

Both Sir John and P.J. Share valuable principles here. Be less concerned with the logic and more with the influence of great brand building. #brandbuilding #advertising