How many women does it take to change a Nike?
As Nike continues to feel the effects of revelations about its sexist company culture, Bec Brideson considers how the strong brand’s untempered ego ultimately led to weakness.
As I poured over the NYT’s lengthy expose on Nike last weekend over my morning coffee and vegemite toast, a bright glaring light bulb went off over my head. Do we need any more proof that businesses need a 21st century reality check in the form of a gender brand audit?
Brand audits measure a brand’s market orientation: the strength of its current position in-market in comparison to its competitors and its ability to react and adapt to market movements and power shifts.
Gender brand audits differ in that they measure the strength of your brand in connecting with male and female customers, and how sensitised your business is to the financial and commercial imperative of seeing gender difference.
