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  • Nike and Adidas: Different strategies for telling their brand stories 1

Nike and Adidas: Different strategies for telling their brand stories 1

How do companies that sell comparable products or offer similar services differentiate themselves? What makes one brand stand out from the next? We know that numerous touchpoints are critical in influencing how we perceive and experience brands.

 Nike Free Running Shoes Retail store layouts and displays, websites, commercials and sponsorships all help shape our opinions.

Take Nike and Adidas, for example. Both companies produce roughly identical product lines of sporting footwear, apparel and equipment. They scored similarly in our 2012 Global Brand Simplicity Index, with Adidas ranking #29 and Nike at #33. These global giants are household names. Nike Free Run New Arrival We know what they sell, but do we know how differently they tell their respective brand stories? And how does simplicity factor in?

In my local mall there are both Adidas and Nike stores, but they sell their products in very different ways. The Adidas store offers a fairly traditional sporting goods store layout—apparel in the front and a wall of shoes in the back. Nike takes an alternative approach, dividing the store by sport. Nike Air Presto Anti-Fur In each section—basketball, soccer, running, etc.
Customers are surrounded by Nike’s vision of a particular sport and all of the products it sells to make that vision a reality.

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