Why would a company and brand like Nike make the potentially risky decision to feature Colin Kaepernick in its new ad campaign? And why would brands take a political stance in the face of almost certain potential backslash and brand harm in the first place?
The answer is actually quite simple: Brands do it because the traditional brand-building model isn’t working well enough anymore.
The old model was about brand image: The new model is about intelligence.
The old model was about creating an insight—some deep truth about consumers—connecting it to the brand, turning it into a message and then delivering it through advertising to consumers.
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