Latest / Black Box Theory Podcast / Why Culture Sells: The Real Power Behind Brand Marketing
Transcript
- Thomas: But it also is tied into bigger cultural things such as the NBA, NFL. you think about back in the day, NBA, Nike athletes in the way that The game was played was different. You saw Malcolm: Mm-hmm. Thomas: LeBron playing in in his Nikes, saw him doing the crazy stuff you wanted him. Now, you know, I'm no disrespect to Jason Tatum. I I'm not seeing Jason Tatum doing anything that says, like, hey, I want to get Jason Tatum shoes. John Morant has been kind of out the picture for a little bit. Hopefully he comes back healthy this year. but like Malcolm: I c I only the only person I've really seen doing some real marketing has been KD. Like with all the stuff he's been doing with Drake. Like he'd been on that with the with the with the marketing. But I that's a that's also like you said a good point though. I think like the thing with Nike, like obviously there's like a shift in like I think like a sector wide reallocation as far like where people are putting the money. But I think for for Nike, it's not some like you did make some good points. I think like the the core problem though, it's like They're an IKEA is obviously still like culturally dominant. Like everyone knows the swoosh, right? Like that's a a logo you'll never forget. My thing is like I feel like they've they've they've kind of shifted too far away from like a can like the what can what the consumers actually want. Like I think they have to literally like get back like in these streets and like literally get like understand what people want, like what they're looking for. Cause like it becomes a you can kind of tell when a company is just doing stuff because they think people want it versus when they know People need this, right? And I think that's a like I as an example, I another thing we say we're gonna talk like the iPhone duo, right? I think that's an example of like, like, okay, at the end of the day, Apple, whether it's a a smart product or not, Apple is always going to engineer products to be the best in the market. They're always going to have the the the the most incredible specifications, the best engineered products in the world. However, this is one of those times where it's like you can tell, like, what what what Also not not even factoring in the pricing, which is absurd. Two thousand dollars for a Thomas: Yeah. Malcolm: phone of any kind is a that that is literally a lap that's laptop Thomas: Okay. Malcolm: pricing. That's that's PC pricing, right? But and I get the whole memory cost, what no. Thomas: Mm iPad in a pocket. Malcolm: What w what is the addressable market here? Who is like who who is begging for a $2,000 foldable phone? Like like who is the who is the like with the exception of like Apple hype beast that just buy everything that buys everything that Apple drops like every like no hesitation? Who who who exactly was like asking for that? Who who who like who was like like like who was asking for that, bro? Like We don't that's we don't need that. And it's like like that's the thing with like what do we actually need from Apple? Right? What do we need from Nike? Right. And it's like when you get when you start to stray like too far away from that, bro, it becomes like a very I think it's very, very clear kind of like like I think a clear even clearer ex like a very clear distinction, right?