When Nike published its latest advertisement featuring racial injustice campaigner Colin Kaepernick, it sparked a torrent of abuse for the brand from those who disagree with Kaepernick's stance. It also prompted an outpouring of admiration from supportive consumers and marketers alike. To say it is controversial is an understatement.

In this episode of the Digital Download podcast I discuss Nike's approach with Stephen Houraghan, who runs Australian branding agency Iconic Fox. We talk about how Nike uses brand archetypes modelling to understand its consumers, and about how archetypes can be used to differentiate brands from competitors. We also dig into what brand archetypes are and discuss authenticity, brand personality and why taking a stand on topical issues is so powerful.

Here's what is discussed in this episode:

The value of relevant, professional influencer outreach
The power of brand authenticity
What brand archetypes are & how they translate into marketing
Why associating a brand with human characteristics is so powerful
What the 12 archetypes are & what a brand archetype encompasses
Why Harley Davidson is one of the most refined brand archetypes
How the Nike advertisement is so aligned with its archetype
Why Nike clearly understands its audience, their believes & how the brand environment has changed
Why taking a stance is something that the millennial audience respects & wants from brands
Whether brand purpose is a marketing fad or the future of branding
How to use brand archetypes to define social media tone of voice or entire brand personalities
Why a misaligned brand purpose can threaten brand reputation

 
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Useful Links from Today's Show



The Ultimate Guide to Brand Archetypes from Iconic Fox
Jungian Archetypes from Wikipedia
The Hero and The Outlaw by Margaret Mark & Carol Pearson [book]
How Harley Davidson Revs Its Brand from Strategy+Business
Nike's Online Sales Jumped 31% After Kaepernick Campaign from Marketwatch

 
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