Don't Make These Common Mistakes When Designing Your Brand Message скачать в хорошем качестве

Don't Make These Common Mistakes When Designing Your Brand Message

In Chapter 3 of this series, I examine what Nike did differently from United Colors of Benetton and why the distinction still matters today. This is not an argument that Nike always gets it right. Like many brands operating at a cultural scale, Nike has faced repeated backlash and public criticism. The focus of this chapter is something else: the difference between cultural commentary and a storytelling system built around ritual, action, and participation. Using Nike’s long-term approach to brand experience and Benetton’s iconic but often unresolved cultural provocations, I explore how storytelling moves from FEEL → THINK → DO, and why systems, not perfection, determine whether brand meaning is sustained over time.