Inside Nike's plan to turn branding into a conversation

02/13/2012 | CNNMoney/Fortune

Nike is slashing its TV and print advertising even as it ratchets its marketing spending to record levels. The sportswear company is concentrating its energy on bottom-up campaigns focusing on Twitter, Facebook, and on Web-enabled sports watches and other gadgets. "Connecting used to be, 'Here's some product, and here's some advertising. We hope you like it,'" says CEO Mark Parker. "Connecting today is a dialogue."

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