Branding

Much of what we do in the promotional products business involves branding. I just have to pass this along as what I think is a great example.

I’m hooked up to DirecTV for my televisions. So yesterday, I’m flipping through a little brochure they’d just sent in the mail that touts all the services I have available to me, and I see a small photo, barely over an inch and a half wide, maybe an inch or so high. I think I recognize the face as Dan Patrick, a sports announcer of some sort. I’ve seen him before, although I am not sure exactly who he works for. ESPN maybe?

Anyway, so I take a look at this photo, and recognize the logo on his shirt as Nike’s Michael Jordan silhouette, dunking a basketball. This logo is maybe 2mm in size, but immediately, I knew it was Nike. Knew it was Jordan.

So I google nike logo jordan. Takes me to jumpman23, part of the Nike site. What’s the first thing that comes up on the video? Some dude taking off his shirt to play ball. And smack dab in the middle of that shirt is, you guessed it, that Jordan silhouette, all by it’s lonesome.

Now, on a scale of 1 to 10 with regard to sports fans, I’m about a 2. Not a big fan at all. But because of Nike’s marketing, their branding, it was a no-brainer. I recognized their logo at just 2 mm in size. That’s pretty doggone small! And a pretty doggone good indicator of just how good a job Nike has done with regard to branding just one of their many businesses.