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How Nike Built an Empire with Vision Marketing
And how you can do the same for your own brand

Just Do It
Iād be willing to bet money that almost everyone in the world knows the brand behind those three simple words.
And if you somehow donāt? Well, youāre out of luck.
Just kidding. But in all seriousness, Nike and their slogan are the greatest examples of something I like to call vision marketing (I have no idea if thatās actually a real thing but it has a nice ring to it, huh?)
Hereās what I mean:
Almost 60 years since starting out as a shoe company, Nike is now worth nearly $200 billion. Theyāre known for their shoes, athletic apparel, sports equipment, sponsorship dealsā¦
If itās even remotely related to sports or athletics, Nike has it.
So how did a pair of running shoes turn into the multi-billion dollar brand Nike is today? How did a simple slogan turn into not only a way of life, but also an inspiration for generations?
Vision marketing.
Hereās what youāll learn today:
What is vision marketing?
Why it works so well
How you can use it
Letās get to it!
What Is Vision Marketing? š
Letās take a trip down memory lane for a second.
Hereās Nikeās first TV commercial back in 1982.
At first glance, the ad might seem like itās focused on Nike and its shoes. It mentions them, sure. But if you really think about it, Nike isnāt trying to sell you its shoes (at least not directly).
The purpose of the ad was to introduce you to an idea.
It was trying to introduce people to the idea of running and popularize it throughā¦ you guessed it, a vision.
So what is that vision, you ask?
Well, from the beginning Nike has always had one goal: To make you a better athlete.
They sell you the idea of becoming a better athlete. They sell you the emotions that come with competing and winning. They sell you the feeling of euphoria when you go out running.
Are you starting to see a pattern?
Nike doesnāt sell you shoes or clothing. They sell youā¦
The vision of a better lifestyle
The vision of becoming a better athlete
The vision of becoming a better version of yourself
And as for their shoes and other products? Those are just a vessel to help you reach that highest version of yourself.
While Nike is one of the best examples of vision marketing (I mean come on, Just Do It is iconic), itās used by brands all over.
Apple, Microsoft, Tesla, Disney...
Because they all understand one thing:
The best brands donāt sell you a product. All they sell you is an idea. And with a bit of vision marketing, they make you believe that their products are the only way to turn that idea into a reality.
Itās quite simple if you think about it. But oh so brilliant.
So why does vision marketing work so well?
Why It Works So Well š¤
Thereās a saying that I think really encompasses why Nikeās marketing works so well. It goes like this:
People donāt buy what you do. They buy why you do it.
For Nike, theyāre in business to sell a better version of you. To sell you the idea that youāre capable of reaching your highest potential.
All you have to do is to (ready for this?)ā¦ just do it!
From their slogan and products to their advertising and marketing campaigns, Nike has built one of the most powerful brands in the world by tapping into the collective aspirations of people wanting to become better versions of themselves.
And you gotta hand it to them. Who doesnāt want to become a better version of themselves and reach their highest potential as a human being?
If someone gave you a pair of shoes and said theyād not only help you become a better athlete, but also help you become the person you want to be in life, you would take them right?
Thatās essentially what Nike does. And thatās exactly how theyāve built their empire:
To become a better version of yourself ā You need to push your body to the limit
To push your body to the limit ā You need to become a better runner
To become a better runner ā You need the best shoes out there
Everybody wants to reach their highest potential. And Nike has the tools to help you get there.
How to Use It š
Using vision marketing in your brand is actually quite simple.
All you have to do is sell an idea.
Okay, okay, itās easier said than done. But hereās how to actually sell an idea and not just products.
First, if you donāt know why youāre in business or what the overarching goal of your brand isā¦ figure it out ASAP!
A simple way to do this is by following this vision statement:
My goal isnāt to sell more [YOUR PRODUCT]. My goal is to help [IDEAL CUSTOMER] realize that [SOLUTION TO THEIR PROBLEM]. Only then can I sell more [YOUR PRODUCT].
Honestly, I just came up with that on the spot. So itās not the most eloquently written, but you get the idea.
Nikeās goal isnāt to sell more shoes. Their goal is to help athletes everywhere realize they can achieve their goals and reach their highest potential. Only then can they sell more shoes.
See how it works?
Instead of marketing your productās features, market its benefits. Instead of marketing your brand, market the one big idea youāre trying to sell to the world.
You have a vision you want to see in the world. Thatās why you started your brand, after all.
So tell that story and share your vision. It needs to be heard.
Talk later,
Connor "Just Do It" Flynn
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