😰 Your Brand Isn’t For Everyone

Break barriers, be entertaining, and acknowledge reality

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Greg Mondshein & Becky Honeyman
September 19, 2024

Well there you have it, summer travel is over and we’re back in the swing of all the EOY things and 2025 planning all the while getting used to our new normal of parent-teacher conferences, shuttling kids to various activities and a rapidly approaching event season. It’s the PR version of ‘lions and tigers and bears
oh my 😁’. 

We just got back from a really impactful trip to San Francisco where we caught up with some old friends, schmoozed with some VCs and checked out SaaStr for the first time. Side note - is it me or does 65 degrees in SF feel like 50 in NY?

Shameless Plug - we’re drinking our own Kool-Aid when it comes to content. Check out our three latest pieces below:

This week, we spend a bit more time on Apple’s news, new campaigns rolling out in/around the NFL, and a new approach from Nike. Enjoy!

Greg & Becky

TL;DR: AI has been integrated with everything from pillows to toothbrushes these days, but consumers are going to be met with a big new change: Apple’s AI-led iPhone 16. The new iPhone introduces advanced AI features into its most used tools and may be the final straw in converting AI skeptics into everyday users.

Side Note: As the anticipated event introduced the next generation of iPhones, Watches, and AirPods, it also highlighted some striking communications themes that can't be missed. Our very own EVP and Head of Client Services, Christa Conte, wrote a piece covering the key takeaways from the latest Apple event.

Takeaway: This isn’t the first time Apple has made a big, controversial change to its hardware. In 2016, they removed the headphone jack from the iPhone 7 model. In 2015, they moved from MagSafe charging to USB-C. Every time they’ve made a major change, there’s a growth period. Some may disagree with their approaches, thinking it’s too much of a major shift to make for consumers. But by jumping into these big changes, Apple is positioning itself as a cutting-edge brand – they’re getting ahead of the curve, even if it means making some consumers uncomfortable. It’s one of the big reasons people like Apple, and it’s a great competitive advantage. If a big change aligns perfectly with your brand’s vision, then maybe it’s worth a little discomfort to stand out from the crowd.

Consider:

  • Being ahead of the game often means taking risks. Sure, you risk being wrong every now and then (looking at you, Apple Dynamic Island), but it may be worth it to gain consumer attention. Is your organization set up to embrace risk-taking?

  • A lot of brands like to say they’re on the cutting edge, but they’re not. Are you delivering on what your messaging proclaims? If not, consumers might start to see beyond your hyperbole. Make sure you’re backing up your claims with real action.

TL;DR: Football is finally back here in America with a slew of new ad campaigns to reach the NFL’s most-anticipated season in recent years (shoutout to Taylor Swift). Included in the new commercials are Pepsi with a Gladiator II-inspired campaign featuring Travis Kelce and Megan Thee Stallion, State Farm’s bundle of Ted Lasso fĂștbol star Cristo FernĂĄndez and Chiefs’ football star Patrick Mahomes, and Buffalo Wild Wings bringing former Eagles center Jason Kelce back to football.

Takeaway: The common theme behind this year’s NFL campaigns? They’re fun and entertaining. Of all the campaigns that launched, really only Gatorade’s focus on equity and inclusion in football can be considered profound and impactful. The bulk of them are creative, silly, and downright enjoyable to watch. And that’s not a bad thing! These campaigns recognize their purpose in attracting audiences. The campaign creators know that audiences are watching these out of the corner of their eyes during a commercial break in the game. They hinge on the best way to grab attention quickly: celebrities and notable people doing entertaining things. There’s a time and place for deeply emotional campaigns and for goofy ones. It’s our job as brand marketers to read the room and know which one to lean on.

Consider:

  • Context matters. Understand the context in which your campaign creative will be used. What are consumers doing before and after they hear your brand’s pitch? What emotions are they feeling before they hear about your brand?

  • If a fun, silly campaign doesn’t match your brand, that’s okay. Not every brand can be purely entertaining. But it’s important to recognize the limits of your brand and consider avoiding situations in which your brand may not fit in.

TL;DR: Nike’s new campaign, “Winning Isn’t For Everyone,” aims to tell people what they probably don’t want to hear. The campaign, targeting runners during marathon season, highlights the unglamorous and difficult aspects of running, like grappling with harsh outdoor elements, to emphasize the challenges winners face.

Takeaway: Nike’s unveiling another hard truth with this campaign: they’re not for everyone. The campaign is a contrarian take amidst so much sports marketing that hinges on inspiration and dreams. But that contrarian take makes it all the more attention-grabbing because it’s honestly pretty accurate. Winning isn’t comfortable; it’s a series of repetitive, often painful growth spurts. The message may alienate some who don’t respond well to harsh approaches, but it’s a statement that Nike wants to attract people with a winning mentality. And for that audience, this campaign validates those hard truths and makes them feel seen for overcoming such challenges.

Consider:

  • What messaging resonates with your target audience? What do they need to hear? Often, brands get so caught up in reaching every single consumer that they struggle to speak directly to a niche, specific audience who may actually convert.

  • Nike’s campaign is contrarian, but it has intentional reasoning behind it. What is a hard truth in your industry that others aren’t saying out loud? Could your brand be the one to say it?

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