BUY BOOK

HOW THE RIGHT STORY CAN DRIVE STUNNING GROWTH

Nobody asked Nike to come to the party

Nike is not a traditional football brand. That’s the domain of the German brands, Adidas and Puma – the authentic football brands.

In 2005, Nike was a flashy upstart in the football world. Puma had lost its way, and in Australia the gap between the incumbent Adidas and the challenger...

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The truth about McDonald's

McDonald’s knows something about parents of young children that the parents are probably not even conscious of themselves.

Parents aren’t buying a Happy Meal solely because it’s a meal in a box. While that’s a good, functional reason, it’s not the real reason....

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Rebel and innovate: How Nike's storytelling strategy works

Phil Knight, the co-founder of Nike, famously once said he hates advertising. Dan Wieden, Co-Founder of Wieden+Kennedy, Nike’s ad agency since 1982, clarified this further when he said,

Phil Knight didn’t want to sell you something – he wanted to help you be something.

At the...

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