In today’s rapidly changing world, it may feel near-impossible to forge strong bonds with consumers who can identify with a brand’s message and output. Greg Hoffman, CMO of Nike, spoke with TOP CMO host Ben Kaplan on one of the biggest tools one can use to ensure its target audience connects: relatability. Read below to find out how Greg pushed for a brand that had people’s real experiences at its core.

The human behind the legend

A huge part of Nike’s brand, Hoffman says, is repurposing the term “athlete” for it to mean anyone with a body. Their message addresses everyone, for they believe anybody can be destined for greatness: it is not a birthright. This, however, could seem contradictory, considering the main focus of Nike ads are renowned sports legends, such as Serena Williams, LeBron James, and Michael Jordan. 

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In the episode, the CMO explains that the point of these campaigns is to find what makes the greats human for the audience to see themselves reflected, even in Olympic champions. “I can't relate to Michael Jordan jumping from the free throw line and dunking,” says Greg, “but I can relate to this idea of taking risks, and using what I have to soar higher.”

He also recalls an ad in which Jordan revealed he’d lost 300 games and missed 26 winning shots. While most people probably can’t relate to these stats, they can relate to the pressure of taking a risk when everything is at stake, to the feeling of everything being up to them. And that’s when a legend becomes relatable. Becomes human.

Curiosity made the cat

A truth can only be revealed if one digs enough to find it. That’s how Greg feels about authenticity and brand messages. How do you expect to create a movement people can connect to if you’re not searching for the right ways to approach them through emotion? “If you're not being curious about what's happening in the world, it's gonna be hard for you to be a trendsetter”, argues Hoffman.

Nike’s CMO pushed for a curious team that could look further and refine its perspective until it had something truly valuable to say. Moving past a pretty looking ad, towards something worth watching –such as finding out Michael Jordan missed 9,000 shots–. Not only in the conception of the message, but also in its execution.

It’s necessary to have something different to say, sure, but also for it to move audiences to want to get involved with your brand, and for the contact to be genuine and attention-grabbing. Delve deeper into what your target is going through and spend time getting to know what kind of message resonates the most with it.

Perfect fits

Authenticity is the name of the game. Hoffman is confident that a choice is right when it makes sense with the brand’s message. A campaign’s aim has to be “totally clear as you step up to use your voice or platform to try to create action”. He extends this belief both to choosing who to work with and what to get involved with.

Whenever a social issue –such as Colin Kaepernick’s kneeling protest–, a cultural shift, or a public figure rises to mainstream notoriety, businesses can choose to associate with them or not. Nike has, according to this CMO, only done it when this new phenomenon actually stood for the same things their brand does. A message that their target audience can relate to. “Authentic connection is more important than how high the profile is”, says Greg. 

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Influencers aren’t picked at random, stances aren’t taken out of trendiness. They are carefully picked because they’re something tangible their consumers can identify with. And they’re always addressed from the brand’s overarching perspective: “whatever we said always came through the lens of sport”, Greg points out. Brands must match what they sell with what they believe the world needs in that time.

People, not machines

No matter if one’s dealing with a B2B or B2C brand, it is essential for customers to feel like there is a person behind every corporate decision, not just a selling robot. Audiences must perceive they’re talking to a human that understands them and they can relate to.

When considering the humanity of the business, brand personality –one of the three North Stars Hoffman says he believes every team should clearly establish– becomes central. It’s key not only to consider what people will think about the product or message, but “how we want people to feel about themselves and their ability to achieve their aspirations when they interact with us”, according to Greg. Everyone behind the scenes must behave according to the chosen codes of communication.

At Nike, the whole team believes in the “Everybody is an athlete” message and in speaking human-to-human. Thus, addressing customers in a relatable manner becomes easier. If we’re all in equal condition and can interact freely, with different intentions and nuances according to the situation –as humans do–, forging real connections becomes feasible.

Finding the balance

Creating bonds with target audiences without seeming like one is trying too hard is not an easy job. It is essential to find the right strategy for each brand. Greg Hoffman firmly believes in digging deep to find real stories that connect with both a business core values, and its customers’ lives and aspirations. Reinforcing the human aspect of marketing, and figuring out the perfect mix between notoriety and authenticity. It may not be easy, but the results may be worth while. Just ask Nike.

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