The Magic Nike Swoosh Logo And Just Do It

Brands Success #1: Nike

To master the mind game, it is vital for you to take in words and think critically, I have just said THINK CRITICALLY so you’re not a “spoon-feedee”( as in payer and payee. You know what I mean. )

So, do not believe what I am going to tell you next.

Let’s play a little psychology game here in #1 brand success case study. You’re not playing the game with me right here right now but in your lunch time later on, and you’re going to play with strangers.

This is a very simple yet fun game which exposes you to how magnificent Nike is. Yes, you certainly know how magnificent it is, but you don’t have the clearest idea how big it is yet. Besides, this game trains you a little in the sense that it helps strengthen your guts whereby successful entrepreneurs use this trait in them to pull things off quicker than ordinary and conventional business men. Conventional here would mean those who open a shop, and sit there waiting for customers to come. Everyone knows how to do the type of business which investors dump money in and do nothing but wait.

Alright, you’re falling asleep because of the long-winded introduction. Now, rejuvenate yourself by reading on how this game is played.

First, talk NICELY to the stranger sitting beside you in McDonald or Starbucks, wherever you have your lunch. Do not introduce yourself anyway. Use your interpersonal skills to get this step done. After getting along well and into conversation, pop up a question similar to this one,” Do you know who is Mike (your name here)?” You don’t really care whatever his or her answer is but then ask again,” Do you know Nike?”

I bet 99% of your respondents would burst into laughter and ask you back,” Who in the hell doesn’t know Nike?” Of course the word hell can be “heck”, “world”, and probably “breath” also? My English is not really good but any other word would fit that hell position. Around 0.9% would tell you calmly,” Yes, I know Nike.” The last 0.1% would shock you by,” What is that?” or simply a “No.”

So, now I tell you the truth is that 100% from the 0.1% who give you negative answer are either mentally retarded, or just took a magic pill and somehow recovered from inborn hearing impairment, you are the first lucky one ever talk to him. Oh, there is a huge possibility that he is lying or somehow you don’t get his sense of humor. Hey, he is answering you in an ironical tone okay?

In order not to offend those strangers, tell them nicely that you just want to have a clear perception about your level of fame compared to Nike.

So you got it now.

Why Nike Is So Successful

First of all, it has to do with the name itself. If you know the meaning behind the name, and you learn about psychology, you have had half of the idea. Nike literally means victory in Greek mythology. It was a goddess who embodied triumph. While Nike started up its business selling sneakers, it reasonably hit the tipping point when the strong and sticky message which has a direct impact on human’s subconscious worn by top athletes and runners. When the gold medalist in Olympic tells the world,” Nike sneakers have brought me to the new level of mastery and achievement, Goddess of Victory of Greek was standing by my side.” Imagine the impact it would then brought to the end market.

*We will cover the topic tipping point sooner than later but if you can’t wait to discover the secret of how a message spreads uncontrollably, read The Tipping Point by Malcom Gladwell. You can get it at MPH or any other big book shop bestseller section. A book which the content alone worth multi-million dollars.

So, the first point tells you how Nike pulls off the international business and establishes itself as a global brand in playing with psychology game.

Nike Logo

Secondly, the Nike logo “Swoosh” was not only developed from the wing of the Greek Goddess, Nike, but was developed to impact the subconscious of the consumers as well. How so? Nike logo has the shape of a tick. You are told that tick is right, cross is wrong when you were still crawling on the floor. That said, when some 50/50 consumers are hesitating and fidgeting in front of Nike shelves, considering the higher-than-average price Nike sneakers are, it is the “Swoosh” that attack their subconscious and they reel back in the fading voice which says,” It’s right to buy it.”

Yes, I know some of you would retort a circle “O” represents right too when in tic-tac-toe. You’re right, now go and write a letter to Phil Knight and ask the Nike ex-CEO, now chairman, to change the world’s no.1 logo into a circle.

Last but not least. I would like to add a line to the sentence written above. “It’s right to buy it, just do it.” Yea! You got it baby! The tagline Just Do It is by far the most successful tagline ever exists in the business world. Again, it wins over the hearts of hundreds of millions of Nike fans, psychologically, subconsciously, imperceptibly, DEADLY. Once you got Nike virus, you’re getting a cancer which has no cure, so far.

For readability purpose here you go the summary before the conclusion. Nike success can be attributed to three main reasons as far as psychological aspects are concerned:

- Nike represents Greek Goddess of Victory.
- The No.1 All-time Killer Logo Nike “Swoosh”.
- Just Do It happens to be the stickiest tagline in history.

However, there are few other reasons that make Nike a multi-billions dollars business. The marketers there are not spendthrift in allocating millions budget in their advertising campaign to hire Tiger Wood, Kaka, Kobe Bryant, and other prominent sport men to endorse in Nike products. They want to maintain the coolness of Nike Logo and the position of being the no.1 footwear that lifts tip-top athletes to mastery and glory.

Hey, one more important point. Other than psychology, Nike sneakers are of quality as well as value. Quality from the sponge they ingeniously slip inside the sneakers, value from all the marketing strategies, from the brain juices squeezed out from the think-tank there, from the way it inspires athletes as well. I know there are Nike haters just like there are Kobe haters but, all in all, the fact is that Nike really contributes a lot to athletes and footwear. That said, in order to gain wealth and success spiritually at the same time, you got to create value to the world.

Take from the world, do for the world. Just do it.

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