Hello, I’m Jim
Glover, That Branding Guy, for Once a Day Marketing. Today is Smart
Monday, and we are going to spend the entire week looking at the US Olympic
Track and Field Trials. I had the
opportunity to be in Eugene, Oregon and saw amazing branding and marketing
going on everywhere I turned.
Today I want
to talk about brand dominance and in particular Nike, who dominated the
category for shoes and athletic equipment at the US Olympic Trials. The definition of brand dominance is when only
one brand comes to mind in a particular category. During the Olympic Trials that was Nike and
their presence was everywhere on the field, on the athletes, you name it, the Nike
logo was present.
There is a
long history between the Olympic Trials, Track Town USA (Eugene, Oregon), the
famous runner Steve Prefontaine and the birth of Nike. All of that is related to the brand dominance
Nike enjoys in Eugene.
Let’s take a
look at brand dominance by Nike at the US Olympic Track and Field Trials. First, everywhere you went you saw the Nike
logo. They were sponsoring athletes but
more importantly they were sponsoring many of the top winning athletes. Frequently a competitor earning a spot to go
to London to represent the United States was someone sponsored by Nike. Athletes were wearing Nike gear. Even the volunteers, of which I was one, were
wearing Nike gear. My hat, raincoat and T-shirt
were all produced by Nike.
Every time
there was a replay of a great run, throw or jump on the scoreboard in the
stadium, Hayward Field, the Nike logo was there for all to see. Nike also dominated the Fanfest area with their
Camp Victory. As visitors came in there
was a large Nike store and all of the activities there for them to enjoy as an
attendee at the Olympic Trials and were sponsored by Nike. Even today’s NY Times has an article about
Nike, Track Town USA and the Olympic Trials.
There are very
few companies that you can really call brand dominant. But in the case of Nike, especially at the US
Olympic Track and Field Trials, it was certainly brand dominance. It has taken Nike over 40 years to create
their brand dominance. I want you to
think about the category where you compete and what you can do to move toward
brand dominance.
Be sure to
join me tomorrow when we continue our series looking at the US Olympic Track
and Field Trials and the exceptional branding and marketing going on. To discuss an online or face-to-face service
engagement and enhance the marketing and branding for your organization,
contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once
a Day Marketing and we’ll see you next time.
Not only do you present your topic well within your video here, Jim, but you also wisely include the accompanying information within your blog post. This should help Google find you more easily.
ReplyDeleteIt also helps people who like to watch videos but don't like to listen that much. The words give that person a chance to see what you present within your video--in case they missed something. (Of course, I NEVER need that safety net for me. LOL)
Once a Day Marketing is a good blog.