"Start with the consumer..."

Terrific piece about Nike interactive marketing in Ad Age. My favorite quote:

"We do not start with the medium," Mr. Edwards says. "We always start with the consumer and then look for the best ways to connect with them."

While every consumer company aspires to this ideal, Nike and Apple are two companies that clearly live it. One of the many remarkable aspects to the companies' marketing prowess and results is their ability to ensure complete alignment between the target market and the marketing mix (product, price, distribution, promotion).