Slogans: Just Do It!

Image Courtesy: Nike

Nike. What phrase pops into your mind?

It was the “Just Do It” slogan which revolutionized the brand. The correlation of Nike and the words “Just Do It” are interlinked in such a way that it has become Nike’s most-beloved slogan. Through the slogan, Nike has been able to grow itself into one of the most recognizable and successful brands in the world. So why are slogans vital in ensuring a company’s success? Well, there are several reasons including individuality, memorability, and accessibility.

Individuality

Perhaps the most beneficial contribution that a tagline can provide is to differentiate a brand from its competitor. Going back to Nike’s punchline, “Just Do It,” the motivational, action-orientated phrase encapsulates the core of the brand as a sportswear company promoting mobility. However, what differentiates Nike from its competitors is that they were able to transcend into a lifestyle company, whilst keeping the essence of their activewear business, by using a simple yet aspirational quote which can be applied to every aspect of life.

Memorability

Catchy and relatable phrases stick. That’s why the “Just Do It” campaign managed to capture the world’s attention. This phrase can be used as an encouraging reminder for all, which associates the brand with the betterment of oneself. Consequently, consumers will be more inclined to choose Nike as their go-to brand for activewear when they wish to improve their lifestyle through exercise. The message invokes passion for its customers because it incentivises people to push their boundaries and adopt a more optimistic approach. As a result, they will see Nike in a positive light, ultimately making them more willing to buy their products. 

Accessibility

Having a relatable catchphrase is convenient. Due to its simplicity, Nike can effectively utilise this by plastering the slogan on all platforms and storefronts. As discussed earlier, Nike’s evolution as a lifestyle brand instead of limiting themselves to being just a sportswear company is done through the relatability of their tagline. It increased their success because they are able to target a wider range of consumers. Its versatility can be used in many contexts, whether as a thought-provoking advertisement campaign or on garments as a motivator. Moreover, when the phrase “Just Do It” is searched on Google the first thing that appears is Nike’s campaign and this binds the brand with the phrase in such a way that customers will use them interchangeably.

So why use them?

The secret to Nike’s success throughout the years heavily depends on the “Just Do It” campaigns. In the following decade, after the slogan’s launch in 1988, Nike’s worldwide sales rose from $877 million to $9.2 billion. Since then, the tagline has been included in virtually all of their campaigns. Furthermore, it has and will continue to solidify Nike’s position as one of the top sportswear brands due to its effectiveness in capturing its consumers’ attention. So, for anyone thinking of using a slogan to increase their business success, “Just Do It”.

Memie Sripen