
In his latest book, Seth Godin talks about 'new marketing' and the end of the 'big idea' in advertising. He explains that advertising ideas worked great when advertising was in charge - but this is no longer the case. Big ideas still exist but they are part of the product or experience, not just the advertising.
Surely Nike+ is a big idea in every definition of 'new marketing'? It brings together two great brands, incorporates digital and the off-line world seamlessly, and produces something really new, exciting and useful for people who love to run. Combined, these add up to a pretty good reason to choose Nike runners over Asics, Adidas or any of the other brands.
And the tv advertising around Nike+ is actually great. How could it not be with brands like Apple and Nike working together? And this is the point - when people talk about the brand (Nike+) I suspect it is not the ads they talk about, it's the product. I'm sure there is still a place for advertising ideas but can brands be built on them alone anymore?
Seth's book is really great. (Just over 200 pages long)
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