Why Rebranding Isn't Always Right
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The document discusses why the Nike shoe boxes are orange. Phil Knight, the founder of Nike, wanted the boxes to stand out from the white and blue boxes used by other shoe companies at the time. He chose orange because it would attract people's attention. As a result, Nike's orange boxes were noticeable when they launched their first shoe at a trade show. The document suggests that being consistent with iconic branding elements like the orange box color has helped Nike become a successful brand over time.
Why Rebranding Isn't Always Right
- 1. After reading the Shoe Dog book by Phil Knight I learned about an interesting tidbit.
- 2. Why the Nike box is orange.
- 3. At the time, all shoe boxes were white or blue. Phil wanted something that stood out. He thought orange was that color that would get peoples attention.
- 4. So when he launched the original Nike shoe at a show — their orange boxes stood out from the rest.
- 5. The box is orange to this day and I think there’s an important lesson there. The urge to change things is common for most of us. It takes discipline not to change things.
- 6. A brand and iconic item like a box can be accomplished by being consistent. Re-enforcing it. Keeping it.
- 7. While the urge to change things or refresh things drives us — it’s important to look at what not to change.
- 8. Takeaway? Before re-branding and changing things — look at what should be re-enforced. Robert Cornish