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t series
Apr 12, 2022
In General Discussions
Nike was not determined to create an ad that proved to be divisive. Yes, the controversy surrounding the Nike “Just Do It” campaign may have brought additional publicity, but brand marketers should view this decision less as an effort to create inflammatory content and more as a brand story. which Nike says would resonate with it. its most popular audience. Brand buy email list marketers always use marketing segmentation to tell specific stories to specific consumer groups. Nike did essentially the same thing – the only difference is that they targeted a smaller, specific audience through a national campaign, which is a strategy we don't often see. But Nike's success has plenty of insights to offer brands. The success of brand storytelling, especially when you embrace marketing segmentation and address a specific customer segment, depends on how well your business knows its audience. For a buy email list multinational like Nike, the appeal of its products may be near universal across demographics and consumer groups, but its brand story will never offer universal appeal to every consumer, all of the time. No story appeals to everyone, and even widely popular stories and content will affect some consumer groups more than others.The real challenge comes when you recognize that increasing your brand's appeal to one audience means putting your popularity with other customers at risk. These decisions are a risk/reward decision that buy email list brands must make on a case-by-case basis. Are the gains made with one audience worth the losses you might suffer with another band? A combination of sentiment analysis, social listening, market research and other data channels can be used to assess the opportunity and create a business case for telling brand stories that may be to divide. Don't court controversy just to stir the pot; make sure that when you tell a story that puts your position with
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