Nike Will Emphasize Brand-Building In New Effort to Drive Growth
A companywide pivot focusing on sports will lead a new direction for the brand
Nike says it's dialing up spending on branding and reducing spending on performance marketing. Branding, or showing what a company stands for rather than just making money, is becoming a much bigger consideration for brands of all stripes. The challenge for marketers is how to convert the benefits of branding into metrics that the C-suite will understand.
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