Ethan Strauss, sports journalist turned cultural disrupter over at his Substack* site House of Strauss, coined the phrase Undecided Whale to describe the marketing change from appealing to your core customers to a larger group that seems to be hovering nearby, just waiting for you to sell it things. The NBA, we are all noticing the last few years, cares more about China than the US even though the bulk of its revenue comes from American TV rights. Nike built its brand on alpha masculinity and still has two-thirds of its sales from men, but sees that women's market, just sitting there nearby, larger than the male clothing market by a considerable margin.
He doesn't think it will be good for culture or Nike.
*Of course.
2 comments:
Reminds me of the Electoral College
After reading the article: it isn't just the bad art, though that's big (and most of the ads aren't visible for some reason). It's the denigration of your loyal core.
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