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Eksempel: Nike’s brand was front and center through it all as revenue soared.
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Know who will rally behind you.
Kaepernick’s protest shined a spotlight on the contrasts found within America's population itself. Many of his opponents are primarily older, white conservatives. A good share of his supporters are young, liberal-minded individuals -- many of them people of color.
Nike's leaders anticipated the campaign's ripple effect likely would include a serious boycott from the opposition, but they took a calculated risk. Outraged customers posted videos of themselves burning Nike products and cutting or ripping the company's logo from their gear. But the ad ultimately strengthened Nike's dedicated customer base. Buying Nike products became its own statement of support for the causes Kaepernick represents.
Source: 4 Branding Lessons From Nike's Colin Kaepernick Ad
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Assignment 2
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