I chose Nike and their, “Just Do It,” campaign. They are brand based on athletic wear,
accessories, and equipment. Consumers perceive this tactic as encouraging to keep pushing,
motivational, and empowering.
This tactic establishes the brand as motivational. It helped take consumers away from a
feared state, because it is encouraging people to push beyond their limits. The tactic is serving as
a reminder function and focus consumer attention towards an undiscovered need. Probably in
anything in life in general it pushes you to keep going to achieve your goal or encourage you that
you can reach even further than you thought, when you read or hear, “Just Do It.”
When consumers are searching for information about Nike this influence tactic has helped
them reach a decision on buying or not from them. It is well known worldwide, when you see,
“Just do it,” most people already know it is the brand Nike. Since they gained popularity in the
1970/80s. This tactic did help in bringing the brand into a consumer’s Consideration set, because
it is a well-known brand and people are more inclined towards buying because of that too. This
tactic is successful because it started since 1987/8 and it is known worldwide.
https://www.creativereview.co.uk/just-do-it-slogan/
https://worldbrandaffairs.com/how-nikes-just-do-it-campaign-became-a-global-phenomenon/