Nike tells the best stories …

1) Meaningful story – sell aspiration, not just a product

2) Create “Watercooler Moments”
3) Capture “Phenomenal Shots”
4) Optimize YouTube
5) Newsworthy technology
6) Make fun and enjoyable ads
7) Reach out to your community
8) Constant innovation
9) Killing it on social media – engage and respond!
Go-Pro makes the customer the hero of the story …

1) Craft your brand around values that your customers feel passionate about, and would
align themselves with.
2) Provide them with interesting and novel content, so they will share it with their friends
and come back for more.
3) Put your customers in the limelight, so they feel compelled to share it with their friends.
North Face uses an editorial strategy to win over would be explorers
…
1) Sponsor events where people would potentially use your products
2) Build goodwill by making a difference in relevant non-profit areas
3) Celebrate exceptional athletes with user-generated content on blog
4) Reward active social media participation with real incentives
Red Bull creates the best spectacles …

1) It works: The product delivers on its value proposition.

2) They overdeliver: The brand puts its money where its mouth is.
3) They’re focused: They don’t bother with what doesn’t matter
4) They’re cool: They deliver a great proposition without being needy
FitBit got its customers competing with their friends …

1) Involving their customers in something meaningful yet quite effortless (they only have to
keep doing what they’re doing)
2) Have competition features so users can pit themselves against one another, or rope their
friends in to join them
3) Posting your achievements on social media so your friends will get curious, and you can tell
them how easy it was for you to run 10,000 steps