How Nike Got It Right – Maybe [CASE STUDY]

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When I first saw Nike’s ad, knowing all the controversy I thought (like I always do with a marketer’s brain), “Why would they do that?” Then I thought why WOULD they do that?  And what can we learn from their choice?  So I set out to figure it out. There has been quite a bit of controversy about Nike’s recent advertising campaign featuring Colin Kaepernick.  You’ve seen it through hashtags like #nikead and #nikeboycott and #justdoit And this article is about why Nike’s campaign was […]

How Blue Apron Does Marketing Right [CASE STUDY]

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Some of the best practices in marketing are adopted by some of my favorite brands.  This is part of a series on how a few companies are doing it right: Blue Apron If you haven’t heard of it, Blue Apron is a food & recipe delivery service.  You pay a set amount each week, and on the day of the week you choose, a box arrives on your doorstep with all of the raw ingredients for the included recipes. They have a total of 6 […]

How Heinz Makes Their Marketing Genius [CASE STUDY]

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First, a disclaimer.  This is not the first time I’ve interacted with a Heinz ketchup bottle using my cell phone.  Seems strange? I’ll tell you about that time further below. I know you may find that a bit odd.  But let me tell you why it’s GENIUS. Let’s take a look at how Heinz incorporates many of the same strategies I always recommend to my own clients. Marketing where the customer is This one I tend to repeat until people get tired of hearing it. […]