Colin Kaepernick

Heather Fletcher is senior content editor with Target Marketing.

Shiv Gupta is a principal at Quantum Sight LLC. He helps clients develop data, analytics and digital technology strategies to drive compelling relationships with customers. In this blog, he'll discuss ways in which marketing organizations can regain their strategic bearings and leverage their tech stack for both short-term and long-term gains. Reach him at

As a regular contributor to Target Marketing, I thought I would use my last post of 2018 to take stock of the marketing posts I did through out the year. Being data-driven, I began by looking at the data to find the most-read posts.

Nike just did it. Other brands are doing it. And overall, social media just got a bit more political, as brands take stands. The "2018 Edelman Earned Brand" study was just released that shows nearly 65% of consumers around the world now buy on belief, or buy from brands that have similar beliefs as they do, about morals, values, social issues and politics.

We just marked the first NFL Sunday, but a former player was on many marketers’ minds. Nike’s #JustDoIt campaign put the leader of the player protests, former quarterback Colin Kaepernick, on every social media feed this week — because by having him be a face of the campaign, the shoe giant backed the protests. As a result, many customers dialed Nike’s call center. Here are the lessons from that.

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