What if you were targeting women who didn’t feel like moving from their couch, have a memory of their strong legs and muscular arms because they used to do sports, they have the drive in them, but their motivation got lost on the way of becoming a mom and/ or satisfying ambitions at work – well, then you need to get them into “JUST DO IT” mood.
It is disastrous for a brand to copy another brand and there is nothing as annoying as a copycat, whether a person or a brand. But what if your story and your associations are so strong that copying the brand would be perceived as impossible. What do Nike and adidas have in common? The product, not the brand. The weirdest part of branding is that you can easier copy the product than the brand story.
Relevant emotional associations make the first ingredient that creates your brand story. For a brand to prosper you have to ensure that it has the right weapons in the form of emotions.