Identity vs. Image

As major cities in America and across the globe continue to protest racial oppression sparked by the horrific killing of George Floyd, several brands have released simple statements of solidarity.

Nike led the charge with its “For once, Don’t Do It” anti-racism ad. Other brands, like Adidas, Netflix and Peloton also released messages.

Over the coming days and weeks, you will see a flurry of solidarity messages from brands emboldened by Nike’s leadership.

Of course, some brands will stumble. What works for Nike won’t work for every brand. The ad resonated with Nike’s social media followers because it’s consistent with the brand DNA.

Brand identity is who you are; brand image is how you present. Choose accordingly.