Last month the latest Nike Stadium location opened its doors – the Bowery Stadium in New York City.
Nike Stadiums reflect the trend of many brands (especially those in retail) towards what we call soft brand messaging. Unlike traditional advertising whose function is to deliver a sharp proposition that communicates a specific offer, soft brand messaging is all about giving people a brand experience to create a positive emotional bond with a brand. Brands we care about, brands we believe are a reflection of the way we wish ourselves to be seen own a distinctly unfair advantage when it comers to making conscious and unconsidered buying decisions. Whether buying a $5 burger to a $500k sports car, when it comes to the heart ruling the head, those brands we love hold the whip hand.
