They are an important group to understand because most brands will face some negativity by consumers in the digital age. The first group are the consumers who have issued a negative response to the brand.To me, the behavior of at least four different groups are important to attend to. But, what should brands be looking at to use Nike’s execution as an opportunity to inform their own digital strategies? That is, Nike has embraced a controversial figure and this has produced a frenzy in social media that we can now observe. Nike has basically heaved a massive stone into the pond that allows all those who care to watch the ripples play out.
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Indeed, one of the common challenges I hear from brands is with regard to how to engage and interact with consumers when sensitive issues and topics arise. Perhaps more interesting for marketers, is that this is a rich opportunity to learn about how to build brands in the digital age. So, set aside the controversy for a moment, and this is another example of a brand that knows what it is, plain and simple. And, with a brand as strategic and powerful as Nike, Colin Kaepernick’s appearance was unlikely a whimsical decision it was likely a massively strategic decision that was, by design, tethered to the brand’s DNA. Nike has built its brand and its relation with consumers with the mantra “Just Do It,” and this legacy is weaved deeply into the execution. To start, if one momentarily sets aside some of the controversy around Kaepernick, the execution is very consistent with Nike’s equity as a brand. Clearly, the use of Kaepernick as the narrator is polarizing.Īs a strategist, this is a particularly enticing and interesting piece of advertising to watch.
However, others have also championed Nike’s partnership with Kaepernick and gone on to advocate and defend those against Nike or the campaign. In addition, a number of consumers have taken to social media to share images of burning Nike products and calling for a boycott of the brand. On the side of scorn, President Trump has blasted Nike on Twitter and called attention to criticism by consumers. The court of public opinion has already begun to weigh in on this campaign with both praise and scorn.
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