The Status of Brand Positioning

I trust that during the London Olympic Games, the authoritative Twitter "Just Do It" of Nike launched vigorous attraction to leave profound imagination to all the net friends. Recently, users was very critical of the argument of too frequent "great" of @ Just Do It, but undeniably, the Olympic marketing strategy, Nike is worth learning. I would use the "positioning" father 's "Positioning" doctrine to talk about Nike's Olympic brand positioning.
Trout gave such a conception of "positioning" in the book positioning. How to let you different in the mind of potential customer? Positioning should focus on the mind of potential customers instead of the products. In other words, the products should be positioned in the mind of potential customers.
In the micro-blog of @Jus Do It, we do not see a torrent of publicity of Nike on its products. It only explained continuously the essence of great. Nike's potential customers would be more of people born in1970s and in 1980s, especially those born after 19885. Show a times, more and more social affairs, the competition is fierce, ethos is more and more erratic. The interpretation of "great" of Nike can arouse young people's consensus to gain recognition in the heart of the young people. Nike is trying to convey a spirit of sport: What is the great in arena.
Therefore I believe that the best marketing effect is not that you can make a person recall how to use the commodities and how high the price is. This time the products often renew; but for some idea of identity, we always can insist on for ever. Remember that to enter the clients in mind is the spirit concept which the product wants to express. The shortcut into the mind is to create space. Trout wrote: to become the first is a shortcut to enter the mind.
Nike's clever lies on that when many trademarks all gave compliment to the number one of Olympics, the number one was submerged on the contrary. Nike made "the second, third, N" which was hardly remembered by people in the field of Olympics be the first of Nike brand strategy. Nike is the number one active trademark which closely focus on the players who out of the medals in Olympic Games, and the number one active trademark to give them the title of "great", and as well as the number one active label to describe "failure" for them.
There you should produce your own space. If you plan to let a fresh point or fresh commodity into the mind of public, you have to get rid of the primary related ideas or goods in the mind. In fact, Nike understand China market very well. Chinese people are very care about the medals, and gold weight heavy in the heart of the Chinese. However, Nike broke the only gold medal supremacy mental for Chinese.
Do not blindly follow the trend and on the contrary you should find your own space. You should cut the messages short to cope with the t excessive transmission society.