By Dian Hasan | February 23, 2010
Fascinating stories about brands abound, both the famous and the lesser known brands. Some major global brands have been so communicated over the years that they have become embedded in our minds. They have become an inseparable part of our lifestyle, and even their slogans and tag-lines come as a given.
Take Nike’s famous “Just Do It” slogan. The story of how this slogan came about is just as fascinating as this Beaverton, Oregon-based sporting gear behemoth that commands annual global sales of close to US$20 billion (US$19.2 billion in Fiscal Year ending 31 May 2009).
According to Nike company lore, one of the most instantly-recognizable famous slogans in advertising history was coined at a 1988 meeting between Nike’s ad agency Wieden & Kennedy and some Nike staff. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.