Controlling Your Cartoon: Nike and the Art of the Meme
September 10, 2018·0 comments·In Brief
In a polarized marketplace, the old rule that brands need broad appeal breaks down. The anger directed at Nike's Kaepernick campaign isn't a sign of failure. It's evidence that something more fundamental has shifted in how commercial identity actually works.
- Product differences have disappeared. Nike and its competitors sell nearly identical shoes. The only differentiator left is what buying the brand says about who you are. Everything Nike markets has to work on this identity level, not the product level.
- Neutrality is now impossible. In a split market with strong preferences on both sides, any centrist position loses to polarized competitors on the left and right simultaneously. This applies to sneakers as much as politics.
- Memes are the test of effectiveness. When your marketing gets repurposed, mocked, adapted, and spread across culture, that's not a bug. It means your cartoon is sharp enough to do what it needs to do.
- The anger proves it's working. Conventional thinking says backlash damages a brand. But in polarized systems, the opposition's anger signals you've successfully created a polarizing identity. Indifference would be the actual failure.
- The alternative is worse. If you don't control your own cartoon, your adversaries will impose one on you. Hillary Clinton had hers imposed. Trump created his. Only one strategy wins.
Subscribe Today to Read More
Unlock instant access to this and hundreds of other evergreen essays that explore the world of narrative through hard science and human wisdom.
- Make more informed decisions as an investor and citizen.
- See through the nudges of Big Politics and Big Media.
- Become a better consumer of news.
- Maintain your autonomy of mind in a swarm of narratives.
- Join a community of more than 100,000 truth-seekers.
Looking for Deeper Insights?
Unlock exclusive market intelligence, trade ideas, and member-only events tailored for investment professionals and active investors with Perscient Pro.
VISIT PRO
DISCLOSURES
This commentary is being provided to you as general information only and should not be taken as investment advice. The opinions expressed in these materials represent the personal views of the author(s). It is not investment research or a research recommendation, as it does not constitute substantive research or analysis. Any action that you take as a result of information contained in this document is ultimately your responsibility. Epsilon Theory will not accept liability for any loss or damage, including without limitation to any loss of profit, which may arise directly or indirectly from use of or reliance on such information. Consult your investment advisor before making any investment decisions. It must be noted, that no one can accurately predict the future of the market with certainty or guarantee future investment performance. Past performance is not a guarantee of future results.
Statements in this communication are forward-looking statements. The forward-looking statements and other views expressed herein are as of the date of this publication. Actual future results or occurrences may differ significantly from those anticipated in any forward-looking statements, and there is no guarantee that any predictions will come to pass. The views expressed herein are subject to change at any time, due to numerous market and other factors. Epsilon Theory disclaims any obligation to update publicly or revise any forward-looking statements or views expressed herein. This information is neither an offer to sell nor a solicitation of any offer to buy any securities. This commentary has been prepared without regard to the individual financial circumstances and objectives of persons who receive it. Epsilon Theory recommends that investors independently evaluate particular investments and strategies, and encourages investors to seek the advice of a financial advisor. The appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
Comments
Start the discussion at the Epsilon Theory Forum...