Nike Case Study Highlights Themes of Distributed Marketing Management
The New York Times published an article yesterday regarding some struggles that Nike is facing in its ad campaigns. Numerous themes that I have discussed in this space in recent months were apparent while reading this. The article noted that Nike is facing a big challenge in driving brand engagement amongst large segments of their potential overall target market. Much of this is a challenge surrounding the new media environment. From the mid 1980s through the early 2000s, Nike was able to create iconic ads that were memorable and talked about, driving not only brand awareness, but also positive brand Read More
Where’s the ROI in Social Media? (Part Two)
In February, we posted Part One of this series. Part One was meant to be just an introduction to the topic. Part Two is a more in depth look, emphasizing mindset to measure ROI. One of the thought leading pieces on this topic came from a 2010 article in the MIT Sloan Management Review. Although a number of the examples are rather dated at this point, most of the key themes touched on in the article remain true today, even with the drastic changes in social media in the 2 and a half years since it was released, confirming the Read More
