[youtube=http://www.youtube.com/watch?v=jlXRengzZoc]

Thanks to Beyond Madison Avenue for the lead

I was up in Cincinnati last week for a session on Digital Marketing (finally meeting Deb Schultz in person).  My part in the whole thing was giving a presentation on what Digital Marketing inspires me.   Still need to add more examples of CPG brands but this is what I presented as starters. 

[slideshare id=498287&doc=inspireuspresentation-1215122902191714-9&w=425]

UPDATE: SlideShare.net named this a “featured” presentation.  That always feels good

If you liked this post, please take the time to subscribe to Hard Knox Life through a RSS Reader.

Nike does it again with their Director’s Cut of “Take it to the next level” from Guy Ritchie.  The original video was good but this extended version is just stellar

[youtube=http://www.youtube.com/watch?v=tsizQdNKhGg]

 ”We’ve been viewing digital as less of a marketing channel than a place for services.” -Stefan Olander, Nike, Global Director of Digital Media

I am fascinated by how Nike is embracing digital.  While others are content to view digital as another marketing tactic or ad medium, Nike is taking it a step further.  They are viewing it as a place to reinforce their brand equities by providing meaningful servies…or what they call Brand Utilities. 

Digital marketing through brand utilities

They first entered this space with Nike+, the training system partnership with Apple that lets runners track and share their data online.  Though I am not a runner, I still consider Nike+ one of the coolest brand experiences of the digital age and their RunLondon mash-up is a regular feature in any presentation I give.   Now Nike is giving me even more fodder for presentations as they expand their Brand Utilities to Soccer (through a program called Boot Camp) and Basketball (with a Facebook application called Baller’s Network).

What is fascinating as a Brand Marketer is how Nike is reinforcing their tagline of ”Just Do It” and Brand Mantra of “Authentic Athletic Performance” through these programs.  If you aren’t familiar with Brand Mantra (also known as Brand Essence), it is the “heart and soul of a brand” and “is constant across product categories and countries.”  It sets the boundaries for a brand to work within. 

A partner instead of a product

Thus, through these Brand Utilities, Nike is defining itself as more than just an athletic apparrel company…more than just a shoe company.  Nike is elevating themself above competition.  They are giving a meaningful service to the athletes and becoming a partner instead of just a product.  Just think about that for a moment.  Instead of treating digital marketing as an ad buy, they are treating it as a way to form a deeper relationship with athletes all over the world.  They are going beyond a funny viral video, MySpace profile or beautiful banner ad and instead creating a digital brand experience that forms a connection with their audience.  Few, if any, brands are thinking about digital this way but they should be. 

How could your brand use digital to connect with people?

Just read a great presentation by Paul Isakson on the Future of Marketing. One of my favorite slides was a quote from a marketer at Nike:

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” – Trevor Edwards, VP Global Brand & Category Management at Nike

The game of advertising is over. The future is going to be about marketing. And this marketing is going to be where brands and agencies must collaborate to break all the rules. Is your company ready for this? Are your agencies ready for this? Are you even ready for this?

[slideshare id=318143&doc=whats-next-in-marketing-advertising-1206247156803190-3&w=425]