Nike tagged posts

November 20, 2015,  EU General Data Protection Regulation  No comments

Nike has been collecting too much personal information from customers without correctly obtaining their permission first.

The world’s largest sportswear company has now been issued with a warning to stop this by the Dutch DPA (CBP).

The Nike+ Running app combines GPS information about distance covered with body characteristics such as height and weight to calculate calories and ‘Fuel Points’ for the Nike rankings. Storage of these details for a longer period constitutes handling of sensitive personal health information, CBP found.

Under the forthcoming EU General Data Protection Regulation (GDPR), a key principle is purpose limitation, designed to establish the boundaries...

June 28, 2014,  Brand marketing, News, Public Relations practice, Sales practice, Social marketing practice, Sponsorship News  One comment

According to Nike, this year’s spike in sales of its merchandise can be attributed to its World Cup marketing platform ‘Risk Everything’ campaign that’s helped it achieve a 13% increase in sales to £4.34bn in the three months to 31 May.

Nike is not a sponsor of the FIFA World Cup and these rights are held by rival Adidas.

Nike ramped up its marketing spend in the period, spearheaded by ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar Jr ahead of the start of the World Cup in Brazil.

The company didn’t strip out marketing spend but said that a 36% increase in ‘demand creation’ expenses was driven by marketing support...

June 28, 2014,  Brand marketing, Guru in a Bottle, High Impact Marketing that Gets Results, Sponsorship News, The Art of Influencing and Selling  One comment

The company says it’s “definitely” on track to break trading records this year having registered strong sales figures pre and during the current World Cup. Adidas has been gradually building demand for its shirts, boots and balls since last November to try and ease the pressure on its retail network during the tournament trading period.

As a sponsor of nine national teams, Adidas has sold more than 8m shirts, a significant increase on the 6.5m shirt sales it achieved for the 2010 World Cup...

March 15, 2014,  Guru in a Bottle, Marketing practice, Public Relations practice, Thought Leadership  No comments

At the end of last year, a new book by Steve Earl and Stephen Waddington hit the shelves and caused a bit of a stir. Brand Vandals was a polemic about the dangers facing any organisation as it struggles to manage its reputation in the face of determined vandals out to destroy it on social media.

“Media has become a two-way weapon. Nobody can control it. It’s anarchy.”

Assuming you didn’t suffer nervous shock or call the emergency services after reading the first chapter, the book goes on to describe a world where luckless PR managers are fighting an ever losing battle against brand vandalism...

August 31, 2013,  Guru in a Bottle, News  No comments

That line came from the Hollywood movie The Social Network and gave credence to the view that the old interruption model of brand communication doesn’t work anymore.

And by that I mean advertising.

Check the stats. The average consumer is exposed to a minimum of 3,500 marketing messages in a day and 99% of these ads fail to have any impact.

It’s marketing overload and marketing clutter. Consumers’ brains are now programmed to screen out – not screen in – messages. It’s a nightmare if you still continue to cling to ‘high decibel’ marketing techniques.

Old style media owners got fat by selling mass audiences to advertisers...

July 10, 2013,  Guru in a Bottle  No comments

Did you know that women and economic growth is a reality that has played out quietly for centuries to the point now that women globally are a market segment bigger than Facebook?

Yes, really. And large enough to rival China or India. A real, not virtual, economic superpower in their own right, dubbed the ‘Third Billion’ by analysts at Booz & Co.

Whether this reality has taken place in the world’s most advanced economies or those that are beginning to emerge on the world stage, one constant remains – the participation of women in economic activity keeps the world spinning on its axis.

As a result, the influence of women as the world’s most valuable customer segment is ...