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Nike’s Phil Knight: How to sell without selling
Masters of Scale
Nike's Brand Value Is About Matchmaking
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.
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