Popularized by Nike, these marketing tactics have benefited companies across a range of industries.
The recent ESPN documentary, “Sole Man,” details how Nike redefined sports marketing and put the company on a path to dominance, by signing Michael Jordan and creating the Air Jordan line. When Nike signed Michael Jordan, the entire company’s sales were $150 million. One year after launching, sales for the new Air Jordan line alone were over $100 million.
Sure, every company wants a marketing strategy that immediately delivers $100 million in new business. But let’s be honest, the term “marketing” describes one of the most vague disciplines in the business world. While there are some great books and countless articles on the subject, few pieces of literature are practical enough to implement at the unique and various stages of your company…
