More on Strategy

From Eric Breitenstein:

http://www.businessweek.com/innovate/content/apr2008/id20080425_383266.htm?chan=innovation_branding_top+stories

 

I chose this article because I thought the author did a good job of explaining what companies go through when deciding their strategy. In this case Nike must decide between using resonance with Converse or to position the brand to be more forward thinking. The end strategy is a combination of those two which I think works well for Converse. Reminding consumers of past experiences of the brand as well as continuing to innovate will work well for them. I also think that Converse if using well known figures appropriately because they relate the iconic status of people like Kurt Cobain to the status of Converse. 

 

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