adidas materiale
Nike and Adidas: Different strategies for telling their brand stories
February 5, 2013 by David Crist
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. 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. 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. 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.
Nike and Adidas also have different strategies in how they communicate with customers online. For example, Nike Golf is a fully integrated part of Nike.com. Like the in-store experience, Nike Golf is a one-stop destination for all things golf. Nike has created a narrative around its golf products the same way it did in its store layout. Nike isn’t selling you a pair of golf spikes—it’s selling you Nike Golf.
Adidas Golf, on the other hand, has its own separate website, which is co-branded with TaylorMade and Ashworth, two other golf brands it owns. What I find most interesting is that you can’t access Adidas Golf from the Adidas.com
February 5, 2013 by David Crist
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. 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. 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. 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.
Nike and Adidas also have different strategies in how they communicate with customers online. For example, Nike Golf is a fully integrated part of Nike.com. Like the in-store experience, Nike Golf is a one-stop destination for all things golf. Nike has created a narrative around its golf products the same way it did in its store layout. Nike isn’t selling you a pair of golf spikes—it’s selling you Nike Golf.
Adidas Golf, on the other hand, has its own separate website, which is co-branded with TaylorMade and Ashworth, two other golf brands it owns. What I find most interesting is that you can’t access Adidas Golf from the Adidas.com