Look deep inside Nike’s brand strategy and you’ll find the classic story of the hero’s journey. But Nike puts a devious twist on their brand story by turning the customer into both the hero and the villain.

In this three-minute video, emotional marketing expert Graeme Newell shows us how Nike uses both self-loathing and determination to build customer loyalty.

Graeme Newell is a customer loyalty researcher who shows media companies how to get viewers watching longer, and more often. Graeme Newell’s company, 602 Communications, has consulted all the major broadcast groups, and global media companies such CNN, Sony, Time-Warner, News Corp, and Disney.

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