How Nike adapts ‘Just Do It’ to work across cultures
William Landell Mills TNS
This case study explores how a set of cultural codes that TNS Qualitative developed can surface cultural differences, and guide brand communications. We focus on a contrast between the US and China to help explain what the codes mean at a general level. Then we look at how Nike (a characteristically US brand) has managed to align itself to UK, Indian and Chinese cultures through brand advertising.
Brands lost in translation
Delivering a global proposition in a way that resonates locally is one of the...