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September 14, 2018

Nike grabbed a big piece of American mindshare this week with an inspiring ad campaign featuring world class athletes Colin Kaepernick, LeBron James and Serena Williams. The sometimes revered, sometimes reviled swoosh-based company demonstrated a clear understanding of what brand master turned VC Mike Troiano opined just today on twitter: "Your brand is not your logo, your identity system, or your tagline. It is the world's collective emotional response to those things, and everything else you do."

Was embracing Kaepernick a smart move for Nike? What would the equivalent kind of daring step be in your business and how would the discussion go about whether to do it? Let's get into this...

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