Meaningless Slogans that few Brands Carry which is far from their Unique Selling Proposition – Nike Just Do What?
Nike is another brand with meaningless slogan. Don’t get me wrong. It is a catchy slogan. It is a famous slogan. Take away the Nike name and logo, and people around the world can still tel that “Just Do It” means Nike. Famous though that slogan might be – and Nike spends hundreds of millions of dollars a year in advertising to ensure that this slogan remains famous- it was not what made Nike into a strong brand. What is Nike’s Point of Differentiation then?
People buy Nike because it is what serious athletes wear. CO-founder Phil Knight started the company because this former track star could not find track shoes that were good enough for him, So, he made his own. Other serious athletes started buying his shoes. That was how Nike, the conapny, was born. Being the brand preferred by serious athletes was Nike’s USP and that built the brand.
Today, Nike still has the same USP. The best athletes in the world wear Nike. Never mind that the company pays them to wear its shoes and sports apparel. The fact is, Nike is worn by more athletes than any other brand and many of these athletes are household names like Roger Federer ( tennis ) and Tiger Woods ( golf ). So, what should Nike’s slogan be? I think that “Nike. What the world’s Best Athletes Wear”, would be more appropriate.
If it is good enough for the world’s best athlete, it should be good enough for you. This is the real motivating factor for you to buy Nike. Subconsciously, you might think that Nike’s quick-dry sportswear ( Dri-Fit ), for example, is probably not much different from competition’s. Snf Nike stuff is not exactly cheap. But it is what the best athletes in the word wear, so why shouldn’t you ? Do you buy Nike just because it spends hundreds of millions to tell you to “Just Do It”? Not a chance. You are not easily influenced.