Required Reading from Fast Company: Nike Human Race = future of branding
Every person in this company MUST tell at least 5 friends about this story, yo! Seriously, it’s a great story and we’ll hunt you down and take your lunch money if you fail at the task of telling it. Anyway, Fast Company seems to be onto us. In a recent blog post, they say that they see the future of branding, and it is, wait for it, experiential and “participatory,” with a mix of both live and virtual elements. Well, all we have to say is: welcome, marketers, to nirvana - we’ve been waiting for you!
From article: “NikeID tried to involve the consumer in their system by letting kids decorate their shoes, but it’s Nike+ that found the real future–the “Human Race” where thousands of people run with each other–virtually and in a series of events. Nike is facilitating communities and allowing them to run where they want.
Branding is no longer about internal focus for consistent product broadcasting–now brands are a team effort. Future brands will be more like ‘cloud computing,’ like the shared pools of computers that can rapidly work out problems with minimal management effort.”
Video is here: Nike+ and the Human Race
