Brand bravery as a go-to-market strategy
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Nike’s recent tenet “Believe in something. Even if it means sacrificing everything” is inspirational. While some are applauding Nike for standing up for what it believes by signing Colin Kaepernick, people who disagree with Nike on this find themselves torn between their love of the brand and their own beliefs.
Quinnipiac University found that American voters approve of Nike’s decision to put Kaepernick in its advertising by a 49 percent to 37 percent margin. But that’s not the whole story. When it comes to taking a knee, 67 percent voters ages 18 to 34 approve, while only 46 percent of voters age 65-plus approve. The issue is also divided racially, with 53 percent of non-Hispanic white voters disapproving and 77 percent of black voters approving. Not surprisingly, 79 percent of Democrats approve, while 89% of Republicans disapprove. These numbers tell several stories.
None of them say that taking a stand with Kaepernick as protagonist is a necessarily good idea.
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