themakingsofacmo.com
Reimaging an Iconic Slogan
Recently, Nike unveiled a new slogan: Why Do It? After years of inspiring athletes, as
they evolved to be defined as people who have a body, they coined a new phrase for a
new generation. Risky to say the least. When legacy brands choose to experiment, they
risk alienating their current audience. But, what rewards exist without risk. Even iconic
brands need to reinvent the wheel to stay fresh, current, and most of all connected to a
new brand of consumers. Experimentation is important as we engage in mass
communications because people evolve. The ways we used to communicate in the
past, don’t always neatly apply to how we communicate now. Whether ‘Why Do It?’ will
work, or is a new slogan for a new generation is up for debate, but what is not is that
constant change is required in the marketing/communications field. Strategically, of
course