Nike Thinks User Dreams Are The Core Of Marketing.

world clothing shoes The Xiaobian of the hat net introduces the core of Nike marketing: creating dreams for users.

For what products and marketing strategies can be successful, people usually indulge in digital models or in mysticism. In the book "Cultural Strategy: building a unique cultural brand with innovative ideology", the views of two marketing scholars Douglas Holt and Douglas Cameron provide professionals with a magic weapon to find the trend of mass consumption. They call it "making dreams" with cultural strategies.

The core research achievements of Holt and Cameron are:

1, abandoning the one-way thinking of engineers and technicians in the past, and no longer propagating the best catch mouse as the core content of its marketing.

2. Successful brand It must satisfy the needs of the ideological field. The proposal put forward by these brands must have grasped the opportunities in the ideological field arising from social and historical changes. In short, only in this way can they succeed in making dreams.

How did Nike find the successful cultural code?

In 1971, Phil knight and Bill Ballman sold their first pair of Nike running shoes. 10 years later, the brand's annual sales volume reached $458 million, and in 20 years, their annual sales volume reached 3 billion dollars. In 2009, BusinessWeek ranked Nike as the twenty-sixth most valuable brand in the world, with its brand valued at more than $13 billion.

Why do consumers think Nike is so valuable? Many experts regard Nike as a model of "best mousetrap", that is, it designs and makes the best shoes. But this argument is not true: the prestigious technological innovation shoe making enterprises will never stop Nike, but they are not in sync with its brand's market success. In the book "cultural strategy", its two authors, Douglas Holt and Douglas Cameron, summed up their success as: "Nike's great success is to win in the expression of innovative culture rather than innovative products."

Nike has indeed made important technological innovations in the design of sneakers, but this only happens at the initial stage of the company. In 1960s, some competent companies first tried to use new materials and medical science in the design and production of sports shoes. This is the "best mousetrap" stage of such products, which mainly aim at professional athletes and serious amateur athletes.

Nike running shoes developed innovative new fibers and soles, and at any cost, Japanese companies. There are many companies that are addicted to advanced technology. In fact, the only thing that keeps a close eye on the new design is the sportsmen group. Even a tiny function improvement is important to them. These people have become fans of Nike and other shoe making companies. For ordinary consumers, these subtle technical differences are irrelevant. Over the past decade, these companies have been boasting of the performance of their products by star athletes, which only makes ordinary consumers weary.

Nike Clothes & Accessories This situation is called "cultural chasm" in the book "cultural strategy". By designing shoes with higher performance to meet the specific needs of athletes, Nike has established an influential position in runner culture. But this strategy is not effective for consumers who are not core athletes, but these consumers are the vast majority of the market.

How can Nike cross this chasm? This requires a cultural innovation rather than a product innovation, making Nike's performance meaningful for the consumers outside the athletes.

Based on the marketing strategy of cultural innovation, or the formulation of a product's cultural strategy, Nike needs to understand the historical background at that time. In 1970s, the US economy entered a stagflation period. In the past 25 years of gold, the social contract that created the dream of the United States began to collapse. Originally, Americans' favorite sport is basketball, rugby and so on. But by the late 1970s, one of the most individualistic Sports - running was suddenly popular.

　　 Nike The founding fathers believe that this is not a rush for a time. Successful runners have the sensitivity to resist authoritarianism. Joining a group project falls into various institutional traps. Runners run alone and are solely responsible for their own success or failure. This ideology, which they call the will of individual struggle, will become the ideological foundation of Nike brand.