The First Day of the Rest of Your Life

We all know of the world known brand Nike. Nike, when it first used its “Just Do It” campaign in 1988, it showed its customers that they were in for a more valuable brand from when they first started making products in 1964. Your story will start by just doing it.

To begin with, the “Just Do It” campaign informed its audience that Nike was more than just a company that sold shoes for those in need. It signified that with any product purchased with Nike it was purchased with strong dignity and pride.  The advertisement allowed the audience to relate to professional athletes, in the sense to where they can do anything they set their minds to.

In addition, the campaign related to all forms of athletes; low level, experienced, and professional. It gave hope to those who were not professional athletes that they can still compete at the highest level. This motivational behavior that was exchanged through the campaign allowed the product to sell itself.

According to Anthony Miyazaki, in his article titled “The Distribution Approach to Marketing Exchange vs the 4 P's / 4 C's”, he stated that, “Customer Value (somewhat analogous to Product) should include the customer’s view of what’s valuable, beneficial, and pertinent to that customer’s needs and wants”. With Nike’s advertisements flow of information and innovative material it creates a bond with the audience like no other, they too are thinking of those who want to make something out of themselves.