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The Power of the Nike Brand
Andy Gribbin
Created on March 17, 2025
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The Power of the Nike Brand
Lesson Overview
Vocabulary
At a marketing conference in Iceland, marketing expert Graeme Newell revealed the five-step formula that keeps Nike at the top of the list of the world’s most powerful marketers. Purpose for Reading To learn about Nike’s branding so we can better understand how companies try to appeal to universal human experiences.
Archtype
Evoke
Portray
Technique
Universal
Archetypes in Advertising
In advertising, an archetype is a universally recognized symbol, theme, or character pattern that resonates with audiences on a deep psychological level. Derived from Carl Jung’s theories on collective unconscious, archetypes tap into familiar stories, emotions, and cultural narratives to create compelling brand messaging.
Types of Archetypes in Advertising
Marketers often use archetypes to shape a brand’s identity and connect with consumers. Some common archetypes in advertising include:
The Caregiver
The Hero
The Creator
The Rebel
The Role of Archetypes in Branding
Archetypes help brands develop a strong identity by making their messaging more relatable and emotionally engaging. When a brand aligns with an archetype, it creates a consistent story that customers can recognize and trust. This storytelling approach fosters brand loyalty and enhances marketing effectiveness. By leveraging archetypes, advertisers craft narratives that evoke emotions, influence perceptions, and encourage consumer action, making their products or services more memorable and impactful.