Wednesday, October 06, 2004


Great brands surprise in positive and reinforcing ways. Positive surprise can spark re-discovery of a brand by reminding customers why they fell in love the first time. And for those that don’t feel the love, surprise offers an opportunity for another chance.

Such is the case with Nike and LIVESTRONG. Nike adopted a soft approach to their LIVESTRONG initiative, selling upwards of 15 million $1 yellow bands to date (all proceeds to the Lance Armstrong Foundation), without so much as a swoosh on a single one.

For a company that continues to seek positive press to erase persistent memories of overseas child labor, charitable initiatives are certainly not undertaken with their hearts alone. Yet, in an environment where seemingly no surface remains logo-free, kudos to Nike for understanding that a relatively quiet approach would be far more effective than a blatantly self-aggrandizing one. Better to have fewer people make the connection between Nike and LIVESTRONG and be positively surprised than turning everybody off by telling them how great Nike is.


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March 1, 2013 at 5:26 AM  

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