On this episode of Remarkable, we’re daring you to do the exact opposite of your competitors, to outsource the authenticity of your brand voice to your customers, and much, much more. With the help of our special guest, Senior Director of Brand at Axonius, Kaite Rosa, we're exploring the iconic and visionary 2007 Nike ad campaign featuring pro runner Lauren Fleshman.
We’re willing to bet that you’re working on a new B2B campaign and require some new inspiration.
Because all B2B tech ads look and sound the same. They just melt into one shapeless, forgettable jumble of fingers typing and screens scrolling. But we see you plodding along in the B2B marketing marathon of sameness, and we’re throwing you some jet-boosted sneakers.
On this episode of Remarkable, we’re daring you to do the exact opposite of your competitors, to outsource the authenticity of your brand voice to your customers, and much, much more. And we’re doing that with the help of our special guest, Senior Director of Brand at Axonius, Kaite Rosa.
Together, we’re exploring the iconic and visionary 2007 Nike ad campaign featuring pro runner Lauren Fleshman. We look at how the ad deviated from the “tasteful nude” status quo of female athletes in ads, dismantled the objectification of women in sports, and promoted inclusivity by leveraging Lauren’s voice. And how you too can subvert expectations, make a statement, and do it authentically. So lace up your new sneaks and get ready to redefine B2B ads on the latest episode of Remarkable.
About Nike’s “Objectify Me” Campaign
Nike’s “Objectify Me” campaign was a 2007 ad featuring pro runner Lauren Fleshman. It’s a 30-second black and white slow mo video of Lauren running toward the camera. And we hear Lauren’s voice. She says, “Look at me, study me, understand me. I’m not a small, pink version of a man. Don’t give me small, pink versions of a man’s running shoe. I’m Lauren Fleshman. I’m a runner, and I’m a woman.” Then it shows her running out of frame, and the Nike logo pops up on screen. It’s a really understated Nike ad that deviated FAR from its predecessors.
Lauren is a decorated distance runner. She won five NCAA championships at Stanford and two national championships as a professional athlete. She’s also a writer, having been featured in The New York Times and Runner’s World. Lauren is now Brand Strategy Advisor for fitness apparel company Oiselle, and Co-Founder of natural food company Picky Bars. Her book Good For a Girl: A Woman Running in a Man’s World came out in January of this year.
About our guest, Kaite Rosa
Kaite Rosa is Senior Director of Brand at Axonius, where she leads the team responsible for creating a $2.6 billion brand in less than five years. Cited as one of the fastest-growing cybersecurity brands in history, Axonius has been named one of the most valuable private cloud companies in the world by the Forbes Cloud 100, along with numerous industry accolades.
A life-long writer, she is passionate about using storytelling and creative concepts to define and build exceptional brand experiences. She has spent the bulk of her career at tech startups, and thrives on rapidly growing, fast-paced teams. Previously, she led brand and content at Payfactors, Virgin Pulse, and VentureFizz.
What B2B Companies Can Learn From Nike’s “Objectify Me” Campaign:
*”Whether you're working in a bootstrapped company or publicly funded company. any budget can accommodate your customer voice.” - Kaite Rosa
*”If you're doing a high-level brand campaign, the approach shouldn't be, ‘Let's sell you all the features and benefits.’ It should be, ‘Let's get you in the store. Let's get you remembering who we are so that the next time you need those new sneakers or you need a B2B SaaS solution, you remember the ad.’” - Kaite Rosa
*”What is memorable and where storytelling really comes alive is when you look at what's out there and say, ‘We're gonna do something that is disruptive, that is different. And I think that you can do that on any budget.” - Kaite Rosa
*“People latch on to the authenticity of brands. That's what drives you emotionally to a brand, is that it feels authentic. It resonates with you. And I think living and breathing your values in everything you do, if you're at a company with a culture that encourages that, that ties your values into everything you do, it comes naturally. Good marketing and good brands tap into those values.” - Kaite Rosa
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios), Dane Eckerle (Head of Development), Colin Stamps (Podcast Launch Manager), Anagha Das (B2B Content Marketing Manager), and Meredith O’Neil (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.