Today, the phrase ‘I’m lovin’ it!’ corresponds to California-based Hamburger fast food chain, McDonalds. The reaction is spontaneous: A clown with a red afro. Boom! — McDonalds.
Interestingly, in the late 90′s things were not the same. The phrase ‘Think Different’ for example, suggested more than just a technology firm. It represented an identity, a culture and a mindset on which Apple Inc. operated. It inspired the spirit of rebellion from the set norms of technology firms of the time.
Before Nike, there were simply sneakers or sports shoes. Underneath that, there was an undefined need and desire, and that was to excel. That was truly the need that Nike fulfilled and why people buy Nike. They are not just buying a “shoe.” They are buying the emotional ties that align with them being winners, like the athletes who endorse them.
Sadly, ‘Branding’ no longer works.