Comments on: Op-ed marketing http://cultureby.com/2007/04/nike_ran_an_ad_.html This Blog Sits At the Intersection of Anthropology and Economics Sat, 13 Mar 2010 04:06:55 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Chris Abraham http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2861 Chris Abraham Sun, 22 Apr 2007 22:31:03 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2861 <p>I saw that in the Times as well. My response was both "well done" and "well done indeed." I don't know why it is "Nike blew it" because this was about many things: women, black women, womens' sports... it was really well done and I didn't get a feeling of condescension. On the note of branding, have you checked out PostieCon which is simply about branding, generating revenue, getting better readership, more money from traffic and sharing all the best blogging techniques and tricks? Branding 2.0</p> I saw that in the Times as well. My response was both "well done" and "well done indeed." I don't know why it is "Nike blew it" because this was about many things: women, black women, womens' sports… it was really well done and I didn't get a feeling of condescension. On the note of branding, have you checked out PostieCon which is simply about branding, generating revenue, getting better readership, more money from traffic and sharing all the best blogging techniques and tricks? Branding 2.0

]]> By: Stephen Denny http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2860 Stephen Denny Fri, 20 Apr 2007 04:06:46 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2860 <p>Funny, but the typo sinks the whole execution. They tried to come off as an insider in support of not just women's sports but basketball in particular in this ad -- and yet they don't know the proper spelling of the school? </p> <p>That, and it's awfully smug and late to the game (Imus is old news). We don't need Nike moralizing to us. We need to get back to "the athlete in all of us", which easily could have been the focus (as Steve says above) of this expenditure. </p> <p>Nike blew it. </p> Funny, but the typo sinks the whole execution. They tried to come off as an insider in support of not just women's sports but basketball in particular in this ad — and yet they don't know the proper spelling of the school?

That, and it's awfully smug and late to the game (Imus is old news). We don't need Nike moralizing to us. We need to get back to "the athlete in all of us", which easily could have been the focus (as Steve says above) of this expenditure.

Nike blew it.

]]> By: steve http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2859 steve Fri, 20 Apr 2007 00:39:36 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2859 <p>Unfortunately, this whole affair reeked more of the Bonfire of the Vanities than the flames of truth and justice. I've never understood the appeal of Imus, but the hypocrisy here was breathtaking all around. The mere idea of Al Sharpton receiving--and rejecting!--an apology from Imus for a racially inflammatory statement is beyond anything Tom Wolfe would have dared to write. Finally, I find myself in somewhat surprising agreement with Fran Harris, NCAA champion and WNBA champion guard, who said on NPR that the Rutgers team was far too quick to take on the posture of injured victim when in fact Imus had handed them the microphone and given them the chance to call further attention to their achievements and character.</p> <p>Nike is just piling on in a very phony way. The ad is supposed to be bold and edgy, but it comes off instead as self-righteous and smug. It's joining a PC consensus that's a mile wide and an inch deep. If they'd come out with something in the spirit of (though with better wording) "These are athletes--who cares what their hair looks like? Just do it," it would fit their brand identity better. Nike has always wanted to depict its customers as rising above social convention, fear, pain, and self-imposed limitations. The ad they produced doesn't do that.</p> Unfortunately, this whole affair reeked more of the Bonfire of the Vanities than the flames of truth and justice. I've never understood the appeal of Imus, but the hypocrisy here was breathtaking all around. The mere idea of Al Sharpton receiving–and rejecting!–an apology from Imus for a racially inflammatory statement is beyond anything Tom Wolfe would have dared to write. Finally, I find myself in somewhat surprising agreement with Fran Harris, NCAA champion and WNBA champion guard, who said on NPR that the Rutgers team was far too quick to take on the posture of injured victim when in fact Imus had handed them the microphone and given them the chance to call further attention to their achievements and character.

Nike is just piling on in a very phony way. The ad is supposed to be bold and edgy, but it comes off instead as self-righteous and smug. It's joining a PC consensus that's a mile wide and an inch deep. If they'd come out with something in the spirit of (though with better wording) "These are athletes–who cares what their hair looks like? Just do it," it would fit their brand identity better. Nike has always wanted to depict its customers as rising above social convention, fear, pain, and self-imposed limitations. The ad they produced doesn't do that.

]]> By: Howard http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2858 Howard Thu, 19 Apr 2007 20:23:25 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2858 <p>Interesting. </p> <p>I found it pretty wild how the Imus story blew up in his face -- especially since he's been saying terrible things for years. </p> <p>Les Moonves sent out an email to CBS about the firing. Shelly Palmer just posted it on Media 3.0:</p> <p>You can read it here:<br /> <a href="http://advancedmediacommittee.typepad.com/emmyadvancedmedia/2007/04/a_message_from_.html" rel="nofollow">http://advancedmediacommittee.typepad.com/emmyadvancedmedia/2007/04/a_message_from_.html</a></p> <p>Howard</p> Interesting.

I found it pretty wild how the Imus story blew up in his face — especially since he's been saying terrible things for years.

Les Moonves sent out an email to CBS about the firing. Shelly Palmer just posted it on Media 3.0:

You can read it here:
http://advancedmediacommittee.typepad.com/emmyadvancedmedia/2007/04/a_message_from_.html

Howard

]]> By: gcruse http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2857 gcruse Thu, 19 Apr 2007 12:22:12 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2857 <p>If they had managed to include, say, lacrosse in the ad, I might agree. Absent that, they're pandering to the easily offended.</p> If they had managed to include, say, lacrosse in the ad, I might agree. Absent that, they're pandering to the easily offended.

]]> By: MarkM http://cultureby.com/2007/04/nike_ran_an_ad_.html/comment-page-1#comment-2856 MarkM Thu, 19 Apr 2007 07:26:28 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-2856 <p>Well done, indeed, Nike. </p> <p>You're sending a message that your brand cares about athletes, women, sport, racism and hatred - demonstrating your values and integrity. </p> <p>At the same time, you're using your brand to educate and encourage others to consider where their values and beliefs line up.</p> <p>Recognizing this is a national, not local issue and branding opportunity, will you buy media in places other than the NY Times to spread the word?</p> Well done, indeed, Nike.

You're sending a message that your brand cares about athletes, women, sport, racism and hatred – demonstrating your values and integrity.

At the same time, you're using your brand to educate and encourage others to consider where their values and beliefs line up.

Recognizing this is a national, not local issue and branding opportunity, will you buy media in places other than the NY Times to spread the word?

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