JUST DO IT

Yup you guessed it...Nike. The truth is that Nike is possibly not the best manufacturer but it consistently drives home it's message and the message is tied to the essence of the brand. You don't see Nike advertising trying to incentivise customers to make a purchase through price...no, they let the retailers do that for them. Nice strategy if you can get it right, but you can. All it takes is a little 1,2,3...

1. Decide on one or at maximum two messages that you wish to integrate into any communications project. The key is finding this is to first decide on what you want out of the project.
2. Decide on the tone of your communications; this should not stray from your brand 'essence' but should be tied to the objective of the particular project.
3. Use the right medium...well of course it's that simple but it's surprising just how many brands get it wrong. For example if you're a small localised business, outdoor or print advertising will be out.

Speaking of mediums, we'll be addressing this in the next edition of "Dynamite comes in small packages"

Take care

Lisa