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Brand Communication is how a company sends a message to consumers about their brand. During the 2016 Summer Olympics, Nike launched an advertising campaign focusing on the unlimited potential of both everyday and professional athletes. According to a study by Google, Nike’s ads were the most remembered by consumers during the Olympic games, beating out other companies like Coca Cola, Tide, and McDonald’s. Take a look at this video from that campaign:When you watched the video, what kinds of emotions did you feel? Did it get you to think? Did it inspire you to do anything? As the campaign title “Unlimited” implies, Nike did a great job with this campaign of breaking through expectations and delivering thought-provoking material that caught their audience’s attention and engaged their emotions. In this particular video, for example, rather than sticking with familiar motivational lines about average, or even less than average, athletes eventually excelling at their chosen sports, they broke off from the script and took defying expectations to a whole new level, really driving home the idea of being unlimited.
So, what kinds of factors are important to consider when spreading the word about your brand? We can determine advertising goals and analyze the effectiveness of brand communication using a six-factor model called the Facets Model of Effects.
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