19 March 2016

When someone sees the tagline ‘Just do it!’ they generally know the brand associated with the slogan straight away. It has even been declared as a ‘famous’ trade mark by the Trade Mark Trial & Appeal Board.

Nike is the world’s largest sportswear company, with a strategy to create a point of difference between themselves and competitors. They aim to bring inspiration and innovation to every athlete in the world, regardless of age, gender or physical fitness levels.

What makes Nike’s slogan so memorable?

An important aspect of branding is the customer association and recognition that’s attached to it.

Nike’s tagline is so successful because it’s simple, distinctive and transferable. It’s been composed as a general statement and can be applied to any situation, allowing people to interpret it in their own way and establish a personal connection with the brand.

If you can create an emotional response with your brand, it will stick in people’s minds long after they’ve seen or heard it!

Sourcing inspiration

In 1987, Nike engaged advertising firm Wieden & Kennedy to develop a campaign. The inspiration came from the most unlikely of places. A line that stuck with Wieden was the famous last words of Gary Gilmore who said ‘Let’s do it!’ before facing the firing squad for murder.

Inspiration can strike anywhere and great taglines can come in any shape or size. What is important is that it positions your business, reflects your business values and will help to sell your goods or services.

Benefits of a trade mark

As Nike has proven, a trade mark can be your most valuable marketing tool. Your customers will identify a certain quality, reputation and image with goods and services bearing a trade mark.

By registering your trade mark, you can protect these assets as it will give you exclusive rights to use it. If another person uses your trade mark you will be able to take legal action.