CAROLINE. Ever heard the name? A student advertising freelancer. (Still no clue). It was Caroline who designed Nike’s SWOOSH logo for $35 in 1971. (Today you will have to pay a little more than that to buy the swoosh on a pair of ordinary Nike sneakers.)
Time ushers change and change requires the old to be replaced by the new. Business is no different; it has witnessed a fair share of evolution. Once upon a time, the quest was for everything tangible. Cash, real estate, machinery, inventory, investments were the means of defining the strength of a company.Today, wealth resides in the intangible. Companies spend millions to maintain their priceless goodwill, patents and most importantly, their irreplaceable BRANDS. You have just seen Nike’s humble beginning; now let us look at THE Nike which we are more familiar with.
Today Nike’s brand value alone is more than 10 million dollars and without doubt its greatest asset is its logo. Scientifically it has been proven that the swoosh is more than just a feel good factor, it has the ability to light up your brain! ( had caroline known all this, would she have asked for a little more than the anonymity that she ultimately got.)
How many of us aware of the people behind successful companies? While, how many of us cannot identify the big brands which make these companies important? The answers of these two questions in a subtle way state—
Brands have become such a major economic force in the global economy that they have become more important than the very firms which sustain them. They have become the means of delivering market value, shareholder wealth, livelihood, prosperity and culture. You think I am overrating them? Read on.
WOULD a woman who enters a Louis Vui…
…the delusion of eternal happiness.
I have brought you to the edge and have shown you whatever I was able to see.
By now, I would almost seem like an advocator of some great movement against the marketing world. On the contrary, all that I have tried to do— is present facts and if I am allowed the luxury of opinion, then I personally find marketing a highly creative process with almost limitless potential to innovate. But then, when we do something—-we are always presented with a choice. We can do work the way it should be correctly done or the way we want it to be done.
The decision almost always taken is obvious and yet, I do not lose hope because I sincerely believe in Newton’s third law of motion, which states that however elusive the truth (consequence) may seem, it never disappoints.
“For every action, there is an equal and opposite reaction.”