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7 May

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Nike’s Make It Count Campaign… Awesome

12 Apr

If you have not already seen Nike’s Make It Count youtube video, you are missing out.  Lucky for you if you haven’t, here it is:

Make It Count

Two things strike me about this advertisement: (1) People connect with stories, and (2) quotes embedded with pictures or video is very compelling.

Well done Nike, brands as you seem to know are metaphors that help people understand a product’s value.  Often times these metaphors personify a product to give it emotional ties.  If fantasy, envy, and desire could get together and have an offspring, that offspring would be the emotion I feel from this video, something that feels almost like nostalgia.  And, as we know nostalgia is a very powerful motivator.  So, how do we get to this feeling?  With storytelling.  Use narrative to cause identification, make your audience think “that could be me,” and then call them to action.

Something that resonates for me from a college media class is that, “nothing succeeds like success,” so it makes sense Nike uses these widely known quotes for their call to action.  They are so well known we as the consumer forget they are really just saying, “buy my product.”  It’s fantastic.  Framed within the narrative, the consumer thinks, “I want to live that way,” and their brains unconsciously tie that desire to Nike.  Below this post are the quotes.

The video draws the conclusion, “movement is life,”  offers that movement, and builds brand congruence.  I hope you enjoyed this short post, let me know what you think.

“Life is either a daring adventure of nothing at all.” – Hellen Keller

“Buy the ticket, take the ride.” – Hunter S Thompson

“You only live once, but if you do it right once is enough.” – Mae West

“Above all try something.” – Franklin Delano Roosevelt

”I never worry about the future, it comes soon enough.” – Albert Einstein

“One who makes no mistakes, makes nothing at all.” – Casanova

”Do one thing everyday that scares you.” – Eleanor Roosevelt

“In the end its not the years in your life, but the life in your years.” – Abraham Lincoln

“If I’d followed all the rules I’d never have gotten anywhere.” – Marilyn Monroe

”Action Expresses Priorities” – Gandhi

Blogging, Branding, and Me

24 Feb
I am Michael Facchinello, a young marketing professional in Chicago, the reason for this blog is to share what I learn about branding and strategy consulting from informational interviews with Chicago’s most esteemed branding professionals.  Currently I am working with two very small companies to enhance their marketing.  But, I am very interested in brand and strategy consulting.  Hence, this blog.  I think this strategy serves multiple purposes:
(1) I am admittedly green in the practical world of branding.  Academia goes far, but I am trying to bridge that gap.
(2) Publishing a blog helps enhance my credibility and my interviewees credibility.
(3) I am making connections, and connections are everything.
Through a little research on the internet I have been able to compile a list of strategic branding companies and people at those companies to contact.  The criteria I use to select professionals for interview are as follows:
(1)  Can I find them on the internet?
(2) Are they a branding or strategy consultant at interesting point in their career?
(3) Are they well respected?
(4) Can I goad them into talking with me?  (Of coarse this is key)
From this blog I hope to add to the collective knowledge in branding and strategy.  It will be particularly helpful to those who are also seeking to pursue this type of career, but I hope it will be of value to seasoned veterans as well.  I hope you enjoy reading this blog as much as I enjoy writing it.  Please feel free to join the conversation with comments.  If you are a consultant with interest in talking with me please email me at