EP 16: Greg Hoffman, NIKE - 'Marketing with Emotion'
BRANDED
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The Brand House of Nike
Nike is the dominant company in Oregon, but there's a reason why Adidas USA also has their US headquarters in Portland. The word athlete has an asterisk on it because if you have a body, you're an athlete. And so from a brand personality standpoint, what you're trying to articulate is the characteristics and values of being an innovator. "I think over time, the consumer has to feel those different characteristics come through"
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