About this session
Morning: Nike in its own words, the codes and franchises that make something Nike, how Nike sounds, Nike’s falling Greater China sales and its own plan for local product, six things Nike has already made in Asia (and one that drew criticism), what a range is, how Nike names one, your customer from evidence, and three new theories. Afternoon: audit Nike, build the customer, draft the range, scenario swap.
Brand auditRange conceptCustomer profileBrand identity