Communication is a complex, multifaceted and multi-element phenomenon. Effective communication minimizes the loss of message meaning. Nike’s world-famous slogan “Just Do It” can serve as an example of a professionally written strategic communication piece. According to Roubal (2017), each person interprets the tagline differently – this is how a personal connection with the brand is established. It was conceived as an inclusive slogan that brings people together in many ways, that is why it has become a cult. Thus, “Just Do It” broke down all age and class barriers.
The slogan and subsequent advertising campaign breathed new life into a stagnating corporation, losing the lead in the war with Reebok in the sports footwear market. Roubal (2017) notes that “Just Do It” has transformed the company into a huge multi-billion dollar corporation in just two years and allowed it to make a breakthrough in its growth, which only a few can boast. Therefore, the Nike brand has managed to break into the ranks of such monsters as Coca-Cola, P&G, and Gillette. Moreover, according to Roubal (2017), in 1996, Nike was recognized as the world’s leading sports brand and the best seller of the year.
One of the success factors of this tagline is the consistency and brevity of the presentation of information. Nike’s slogan has an understandable and straightforward look; it is bright, short, easy to remember, and open to interpretation. Roubal (2017) asserts that “Just Do It” is the most memorable watchword, according to British design agency Sparkloop, which surveyed 1,000 people between the ages of 18 and 65. Thus, almost half of the respondents (44.65%) remembered it, in the top three – “Every Little Helps” (Tesco, a large British retailer of food and household goods) and “I’m Loving It” (McDonald’s).
Therefore, effective communication allows one to reach success in all spheres and achieve the maximum consensus. Correctness and simplicity of communication content will enable the person or the company to make a message enjoyable and valid. Thus, thanks to a well-chosen phrase, Nike reached a new level of its development. Therefore, Nike’s slogan “Just Do It” is a prime example of a successful communication piece confirmed by real sales figures and public opinion.
Reference
Roubal, O. (2017). Sociology of branding: “Just do it” in the “no limits” world. Communication Today 8(1), 40-51.