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THE NEWS

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AdWeek: How Nike+ Made 'Just Do It' ObsoleteStefan Olander on building a new ecosystem of engagement

Nike and R/GA used a forum at the Cannes Lions festival here today to celebrate

FuelBand, their latest collaboration in a growing set of workout-measurement services that

are completely changing the formerly product-focused company's approach to marketing.

In a masterful presentation-no Facebook freakouts here-the company's vp of digital sport,

Stefan Olander, traced the history of Nike as a business and as a marketer, and said

Nike+ is completely revolutionizing its relationship with consumers.

"Nike is becoming a company that isn't just focused on products, but is focused on

products and services," he said. "It used to be that when you bought a product, that was

the end of the relationship. It's classic marketing. 'Great, you bought the product. See you

in a year, when the next campaign comes along.' That thinking has flipped on its head.

Now, the purchase of any Nike product needs to be the beginning of the relationship we

have with the consumer.”



Electronics Retailers Scramble to Adapt to Changing MarketEven as Best Buy insists it can get out of its current predicament, competitors are circling, as

everyone tries to prove one point: that electronics stores can thrive.

Best Buy is closing 50 of its big-box stores, and its sales at stores open at least a year are falling.

Brian J. Dunn, its chief executive, recently resigned after the board found he was having an

inappropriate relationship with a subordinate. Richard Schulze, who founded the company in 1966,

said this month that he would leave the board immediately, a year ahead of schedule, and is trying to

sell his 20.1 percent stake in the company.

Now, Walmart is running ads going after Best Buy consumers; a Chicago-area competitor is

expanding amusement park attractions in its store to lure shoppers; and Target is selling Apple

products - all in an effort to make buying electronics in a store appealing again. The trends are not

favorable. People are increasingly buying electronics online, even if they go to stores to examine

product features. The price of televisions is sliding, and CDs and DVDs are not nearly as popular as

they once were. Retailers are stuck with lots of space as products shrink or go digital. And because

many manufacturers are not allowing retailers to advertise below minimum prices for their products,

stores cannot publicize sale prices the way they once did.



Beneath Microsoft's Surface

New iPad Competitor With Keyboard to Rival Laptops Too

Microsoft Corp.'s first-ever homegrown computer has created confusing new battle lines in the tech

sector, turning longtime allies into rivals and underscoring a philosophical split over the purpose and

future of tablet-style devices.

The Surface tablet, unveiled by Microsoft Monday, has an unusual keyboard-enhanced design that

makes it a standout rival to Apple Inc.'s iPad and conventional laptop computers as well.

Microsoft's tablet alters its longtime role as software supplier to computer makers. But more broadly

the move underscores a debate with Apple over what a tablet should be: a new category of consumer

devices, or a traditional PC in a slimmer, on-the-go package.

Steve Ballmer, Microsoft's chief executive, argued Monday that tablet users want to be able to use

their gadgets both for passive activities such as watching a movie, and for creating spreadsheets or

other workplace functions. The Surface, to address those goals, includes screen covers that double

as clip-on keyboards.

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MIKE’STOP 5


ONLINE VIDEO



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OUT-OF-HOME


INNOVATION


FAIL OF THE WEEK


BOOKS



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INNOVATION


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CREATIVE PRINT


ONLINE VIDEO



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