Did you hear?... Entrepreneur warns about changing brand identity

In a recent story in Entrepreneur magazine about creating and maintaining consumer brand awareness, one of three sidebars focusing on separate companies took a look at Nike -- and didn't like what it saw.
Author:
Updated:
Original:

In a recent story in Entrepreneur magazine about creating and maintaining consumer brand awareness, one of three sidebars focusing on separate companies took a look at Nike -- and didn't like what it saw. "The power of its branding helped Nike sprint past the competition in the 1970s and '80s. But even Ueberbranders can stumble. Nike started losing its brand edge when it changed its focus in the 1990's from traditional athletics to more outdoorsy activities like hiking," the magazine wrote. Entrepreneur's lesson in this story -- which quoted independent business analysts and marketing professors -- is for companies to be careful in trying to change brand identity. SNEWS® View: Nike (actually Nike ACG) is taking another, stronger gander into outdoors, calling it "athletes outside" as one way to bridge the perceived differences between athletics and outdoors. The other maneuver is to separate Nike ACG (outdoors) from Nike (athletics etc.) and into its own independently run business unit. We at SNEWS® don't necessarily see outdoors and athletics/fitness as a total dichotomy or even unauthentic, even within one company, as long as the marketing is clear.

Related

Fitness: Did you hear?...

>> PowerBar is at the 107th running of the Boston Marathon in a big and colorful way. A new feature is its "PowerGel Zone" at the base of "Heartbreak Hill" starting just before mile 17 of the 26.2 mile run from Hopkinton to downtown Boston. No, handing out the gels to runners ...read more

Fitness: Did you hear?

>> Matrix Fitness Systems celebrates its second anniversary and announced its plans to double its workforce in New Mexico from 25 to more than 50 by January 2004, according to company President Ken Lucas. Matrix is that state's only commercial fitness equipment manufacturer. The ...read more

Outdoor: Did you hear?...

>> Panoptx and L.L. Bean are loving the New York Times right now. In the June 8 Sunday Style page, the Times ran a Father's Day gift story with the tag: "Even if the paterfamilias can't find the Diaper Genie, Dad's bound to appreciate a Father's Day gift with maximum utility." ...read more

Fitness: Did You Hear?...

>> As a part of its accessories line now being distributed in the United States, Raw Power has introduced a "Raw Power Diva" line for women. Distributor Jhan Dolphin told SNEWS the samples he's shown to women has had them drooling -- partly because of color, but mostly because ...read more

Fitness: Did you hear?...

>> Super cool way to recycle athletic shoes:The National Recycling Coalition (NRC) and Nike have announced they are re-lacing their partnership to recycle used athletic shoes, expanding the Nike Reuse-A-Shoe program to every state in the continental United States. In the second ...read more

Outdoor: Did you hear?...

>> The eighth annual Outdoor Industry Association Rendezvous held in Vail, Colo., from Oct. 2-5, brought together 202 industry leaders, a 10 percent increase over last year's attendance. The event was strongly supported by a long list of sponsors including: REI, Merrell, ...read more

Fitness: Did you hear?...

>> The creator and founder of the PowerBar empire that is partly responsible for spawning the sports energy and sports food category has died of a heart attack. Brian Maxwell, 51, collapsed in a post office in Marin County just north of San Francisco near his home. Attempts to ...read more

Outdoor: Did you hear?...

>> The June 11 Wall Street Journal placed climbing and the bolting controversy on the front page. In an article by Dean Starkman, titled "Bolts in Rocks Have Climbers Screaming From Mountaintops (click here to read) the author states, "Whether to bolt or not is a smoldering ...read more

Fitness: Did you hear?...

>> Pending regulatory approval, Nike, Inc. (NYSE: NKE) will acquire Converse, Inc., the nearly 100-year-old footwear company, for $305 million plus the assumption of Converse's working capital liabilities. According to Tom Clarke, Nike's president of new business ventures, ...read more