Building a Brand Takes Time, But It Can Be Lost in an Instant

Nike may soon become a key case study in how quickly a brand can be damaged. But what will be even more interesting is seeing how they recover.

Here are my thoughts:

• Brand matters.
• The buying experience matters.
• Touching and feeling a product still matters.

According to this morning's 纽约时报 , Aaron Ross Sorkin noted 耐克 's changing leadership under Donahoe: “Donahoe focused on building out Nike's direct-to-consumer sales, slashing the number of retailers who carried its shoes, and cutting costs. And when decades-old shoes like Dunks became fashionable again, he pumped out countless iterations to meet demand.”

Now, contrast that with 星巴克 under Howard Schultz, whose leadership story is featured in the " Acquired " podcast. Schultz, a marketing and sales guy at heart, understands that the brand is the soul of the company. He keeps coming back to lead because he knows this. On the other hand, pure business leaders, like the former Bain CEO running Nike, are skilled at structure but often overlook brand as a core asset.

I had drinks recently with michael kassan , who shared an interesting insight from conversations with CEOs. When he asked why there wasn't a CMO on their boards, they responded, "We have a CMO." His follow-up? "Your board is full of financial people, right? And you still have a CFO. Why not apply the same logic to brand leadership?" A brand isn’t just another line item—it’s a fragile ecosystem that needs nurturing.

In today’s world of disposable businesses—where startups pop up, do their marketing on social platforms, and fade within a year—it’s even more crucial to manage a brand carefully. These companies might have a product, but they lack a soul.

At mktg.ai, we’re helping mid-market companies build longevity. Our clients are brands, primarily in retail, who understand that lasting success comes from respecting their brand and nurturing it across multiple touch points. This isn’t an overnight process.

When asked if mktg.ai serves SMBs, my response is: Yes—if their goal is to grow beyond being "small." Many entrepreneurs want to stay small and manageable, and that's fine. But we work with businesses that know their brand is their soul, where every touchpoint matters, and where performance marketing and brand marketing must work together.

Focusing only on one side or the other is short-sighted. Those who believe in the power of their brand and manage it carefully are the ones destined for long-term success.

What are your thoughts? How do you see brands balancing performance and longevity in today’s fast-paced business world?

#brands #marketing