Jordan’s Become Legendary Campaign – What’s the Lovemark Here?

Posted on December 4, 2009

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In January 2008, the “Become Legendary” Campaign was launched.  From the Press Release:  “BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan’s personal values and philosophy for success.  We think Jordan Brand, a division of NIKE, Inc., did something exceptional with this Campaign.

Kevin Roberts, CEO of Saatchi & Saatchi introduced the concept of Lovemarks into the world of integrated brands in 2004.  Roberts is considered the guru of Lovemarks and speaks about the Blacks rugby team of New Zealand in this short clip “Nothing is Impossible.”  It’s clear there is a real connection between the Become Legendary Campaign and it’s message, its Lovemarks and Roberts’ description of the Blacks and “Nothing is Impossible.”  This is pull marketing and inbound marketing at its finest hour …

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

will-smith-one-brick-at-a-time-video

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