Free Nike stuff

nike_vending_machineBuilding your trademark or brand is more than just registering it and taking action against any abuse or misuse. It’s about building a connection with your audience, the consumers.

The biggest brands in the world do just that: everyday they want people to care about the brand, and not only recognise it. And people care more about a brand when the brand genuinely puts them on a pedestal. Nike does just that with this cool marketing idea:

Nike has put a ‘Nike Vending Machine’ in New York City. Stocked full of cool Nike merchandise. It is free, but only people with a Nike FuelBand can unlock the machine. And like a mysteriously cool friend it disappears after a short time, leaving clues about its next location on Twitter and Instagram. The brand not only communicates to people, it communicates with people, and interacts with them.

Brand loyalty building at its finest.

Erwin Hauër

“Hope is not a strategy.”

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