This Campaign, if any other brand have done it, it wouldn’t work?
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. Seth Godin from Define Brand. A brand is not defined by the organisation, but it is the consumer perception of the organization"~~ Godin Said
Seth Godin is an Author, Entrepreneur and Most of All, A teacher
Seth Godin is sometimes also known as 'the ultimate entrepreneur for the information age'. He is an American writer, addressing various aspects of marketing, advertising, business venturing and leadership. best-selling author, and speaker. In addition to launching one of the most popular blogs in the world, he has written 19 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It's Your Turn (And It's Always Your Turn).
By focusing on everything from effective marketing and leadership, to the spread of ideas and changing everything, Seth has been able to motivate and inspire countless people around the world.
In 2013, Seth was one of just three professionals inducted into the Direct Marketing Hall of Fame. In an astonishing turn of events, in May 2018, he was inducted into the Marketing Hall of Fame as well. He might be the only person in both.
The Article's title is meant for Nike's Campaign, the most awarded ad in 2018
Seth Godin Breaks Down the Brilliance of Nike's Ad 2018: (most awarded ad 2018)
Define Brand: ~~By Seth
Here’s my definition: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.
A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.
Design is essential but design is not brand
Brand: Is not logo, not what it looks like when I look at your product. A Brand is a shortcut, it’s a shortcut for all the expectations I have for what you’re about to do for me. It’s a shortcut for trust, for promises, for conversations. A brand that’s worth something, is worth something either because you can sell more of it, or make more of a profit for each one you sell. That’s it. If you can’t sell more, or can’t get a premium, you don’t have a brand. Cause people aren’t showing up investing their emotion in what it is you sell.
Quotes By Seth Godin:
“People do not buy goods and services. They buy relations, stories and magic.
“It’s easier to love a brand when the brand loves you back.”
“Not everyone is your customer.”