September 16th, 2018 / Business

Kap and Elon: Morality is Big Business

Nike just made Colin Kaepernick the face of their Just Do It campaign and the spot made waves around the world. I’m a fan of both Colin and Nike, so naturally I was thrilled to see this collaboration. But some did not share the same sentiment. 👟🔥

Nike was ok with this. They took a stance on a social issue and it faired well for them. Why? They’ve build up trust, being consistent over the years, always fighting for the underdog. The ad was a touchdown: timing, brand messaging, iconic design, creating a cultural moment, positioning for the future, and of course, this sent their stock soaring to an all-time-high. 📈

Morality is big business.

Nike stocks

Seeking: Chief Morality Officer

Taking some time to let this all simmer, I wondered—who makes these decisions on what a brand stands for? Brands define their values, narrative, tone, imagery, etc. but to what effect should they define their moral and ethical stances? And who’s in charge of it? Are we about to see the rise of the Chief Morality Officer?

Morality can be good for your brand, but only if you genuinely mean it and act accordingly.