Areeb Mirza explains why Nike, Red Bull, and H-E-B run inspirational campaigns: they're not trying to sell you something today, but to register what the brand stands for emotionally. A billboard or extreme sports sponsorship does the same work as a TV ad.
Nike. Why do they run inspirational campaigns like Just do it. Why does Red Bull always sponsor extreme sports? This is called brand marketing. Whenever Nike shows you campaigns like these, they are telling you what their brand is about. They're not directly selling you their shirts. These are campaigns to get you emotionally involved with the brand. Now let's talk about Red Bull. Red Bull is an energy drink that is associated with performance. That is why wherever you see an extreme sport event happening, you'll see that Red Bull is there. It's because it's important to them how they represent their brand. Now let's talk about something local. Heb a Texas grocery store. They don't run campaigns talking about celery. They run campaigns highlighting their local commitment to the community and to the Texas culture. Brand marketing isn't always trackable, but it all comes to how you want your brand to be represented. Even when you put a billboard with a slogan. That, to an extent, is also brand marketing.
