Nike's Brand Value Is About Matchmaking

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With Nike, they've stuck to their core values and becoming truthful to what they stand for. Great branding is about matchmaking. There's actually a benefit to letting your brand story define not only who your audience is, but who it isn't. By making him the face of Just Doot, Nike wasn't just during controversy. They were taking a clear stand at a moment of extreme political division.

Great branding is about identity — and it’s about matchmaking too. No one knows this better than the legendary co-founder of Nike, Phil Knight. When he and his partner, Hall of Fame track coach Bill Bowerman, started the sneaker company, they never tried to force-feed customers a product just to drive up the bottom line. They focused on one thing: making an excellent product for people who believed in the edgy Nike ethos. Because they knew, when there’s a mismatch between product and market, the bottom usually drops out. Instead, they told the world who the are, and then did everything they could to find their ideal customers. And made history. Cameo appearance: Eddy Lu (GOAT).

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