smart thinking: Nike
Nike’s distinctive slogan “Just do it” has helped the athletic clothing and shoe giant dominate the sports apparel industry, and its bold and stylish marketing activity was no better demonstrated than in its World Cup ambush campaign. It ensured Nike had a stronger association with the World Cup than official sponsor Adidas.
smart working: Innocent
Innocent is a brand that has ensured its culture is at the heart of everything it does. The ingredients, the bottle and even the name reflect an ethos of environmental awareness and ethics. Its extracurricular activities, for example The Big Knit, reinforce this culture.
smart engagement: Ocado
Making a mundane household task a pleasure is one of the achievements of home delivery brand Ocado. Each step of the customer journey is dealt with in commendable attention to detail, such as colour-coded delivery bags, text message delivery reminders, and grocery vans with names such as Sydney Strawberry. All help the customer feel loved.
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