Digital Byte 17: You’re Remembered By the Rules You Break: What Air Jordan Has to Do With Your Business Mindset
May 23rd, 2023
Last week, a friend and I decided to go to the movies. After hearing good things about it we bought tickets to the movie “Air”, the story of Nike's collaboration with Michael Jordan to create the Air Jordan shoe line. It’s a story that shows the highs and lows of a company trying to make its big break in the competitive world of basketball, all while providing some valuable lessons.
On our walk home, my friend and I discussed our takeaways. Since we are both in the marketing business, we had our share of opinions:
When a brand generates a sense of purpose that both its creators and customers can make their own, that’s when they find success.
“A shoe really is just a shoe until the right person steps into it.” The key is to create a lifestyle around your brand. For example, if you think about Apple product users versus Samsung, chances are that you’ll think of two different types of people. Brand values are reflected by the people who engage with their products and services.
Know your worth and never settle for less. In the movie, Deloris Jordan, Michael Jordan’s mom, insisted that he earn royalties from every item sold with his name on it. This revolutionized the way sports players earned money and changed the industry forever– not to mention earning Jordan $1.6 billion and counting.
Your brand is more than just your logo, tagline, or product. It’s an experience and relationship with customers that starts long before the sale occurs. This is also true for businesses and organizations. Investing in your brand by understanding the worth of your products and services, creating value-adds to strengthen customer relationships, and engaging with customers through various channels, can help you pay off dividends and create an emotional connection with your customers that creates a long-lasting bond. With an effective brand strategy, you can ensure that your business stands out from the crowd and continues to grow as your customers keep coming back for more.
In “Air,” one of the most powerful quotes was “You’re remembered for the rules you break.” So think outside of the box and don’t be afraid to trust yourself and take your brand in exactly the direction you want to go. You’ll see the benefit in the long term; just ask Deloris Jordan.
Stay inspired,
Sydney Addis
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