by buildingpharmabrands


Too often we are scared.

Scared if what we might not be able to do.

Scared of what people might think if we tried.

We let our fears stand in the way of our hopes.

We say no when we want to say yes.

We sit quietly when we want to scream.

And we shout with others, when we should keep our mouths shut.

Why? After all, we do only go around once.

There’s really no time to be afraid.

So stop. Try something you’ve never tried. Risk it.

Enter a triathlon. Write a letter to the editor. Demand a raise.

Call winners at the toughest court. Throw away your television.

Bicycle across the United States. Try bobsledding.

Try anything. Speak out against the designated hitter.

Travel to a country where you don’t speak the language.

Patent something.

You have nothing to lose and everything to gain.


Copy of the Nike Ad in 1992, featuring Barry Sanders, a former American Football running back with the Detroit Lions and a member of both the college and professional football halls of fame. He is ranked by NFL(National Football League) Top Ten as the most elusive runner in NFL history.


This is really a champion ad. The copy is inspiring with: Pulsating power. Exuding energy.  Living leadership. Awe-inspiring. Courage of conviction. Can-do spirit. Never say die! It is beyond description. How else can you describe this highly motivational copy?

What is the brand personality of Nike?

Nike has created itself the personality of a  Real Champion over the years. These ads featuring world champions in their respective fields have been instrumental in creating and sustaining it. The ads are not only targeting champions in virtually every field of sport, but also the aspiring champion in each and everyone of us. The ad is at inspirational and aspiration at the same time.

Now, can we draw inspiration from this great copy and create relevant, appropriate and moving personalities for our brands with our own versions of stimulating and winning copy?