Did you know that the incredibly famous Nike “Swoosh” logo was created by a graphic design student desperate to pay for a dress for an upcoming party, for a stunning total of $35 (at $2/hour)?
I watched a Nike documentary recently, where they interviewed Philip Knight (one of Nike’s Founders), “His Airness” Michael Jordan, and the legendary designer of all (or most?) Air-Jordan shoes.
Knight talks about how when he first met the folks at Wieden+Kennedy (the media company that helped launch Nike as an international brand, with mainly remarkable marketing), he told them that he didn’t believe in advertising!
There is a clip at the end where LeBron James, one of the highest paid basketball players in the world today, says he grew up watching Michael Jordan, and how he and every single kid he knew felt that if they wore the same “Air Jordan” Shoes that they saw Jordan wearing in the commercials, they too could “soar in the air” and make all sorts of magical moves on the court – Just Like Mike.
Did the kids know deep, deep, deep inside that just wearing a specific brand of shoes won’t make you a better player? Of course, they all did.
But did they still convince themselves (and their parents) against reason and common-sense, that the shoes were really what counted? Of course, they all did!
How much did the association with Michael Jordan help Nike become the sports-wear-juggernaut that it is? Probably a LOT.
That just proves one thing: When you have a really strong brand (remarkable shoes, remarkable computers, remarkable prices, remarkable advice), people are much more likely to buy your products – AND your recommendations – without thinking too much.
My hero Seth Godin recently recommended a book called “Predictably Irrational: The Hidden Forces That Shape Our Decisions“. All he wrote was, (paraphrasing) “It’s remarkable, just go buy it”.
Had never heard of the author. Didn’t read any reviews. Didn’t care about the price.
I just went and bought it – just because Seth Godin thought it was good (yes, he has worked hard to build that level of trust, and I’m sure he knows better than to dilute it by recommending purely in return for money (say, commercial endorsements?).
If you read only one book this year, then make sure it is this one.
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