Companies, particularly sportswear companies, spend a considerable amount of time building and promoting their brand to strengthen ties with their audience of consumers. This book, the author’s Ph.D dissertation, details a very specific process which, if implemented, would provide a mechanism to boost brand and audience growth.

This mechanism, called Synergistic Option Model (SOM), is the author’s “groundbreaking valuation method” and is showcased  “through real-world case studies of Nike’s flagship store investments worldwide.” It is the “first study to examine and propose the use of SOM methodology in the sportswear industry” and “allows for the quantification of leaders’ gut feelings prior to making substantial investments.”

Why the sportswear industry? When Dr. Gui was 12, she was inspired by a Nike commercial that “ignited a dream — to come to the United States.” This dream brought her to Boston, where she earned an MBA. She applied that knowledge to early work in finance in which she specialized in quantitative research. Systems, and particularly, financial valuation systems, fascinated her. A by-product of her own research is the SOM method. After numerous attempts, she was eventually hired by Nike where she was able to test her SOM theory.

This book, specific to Nike and its presence in the sportswear industry, is a “case-by-case analysis of investments in major flagship stores located in different countries and on different continents.” Two of the Nike flagship stores were in the United States in New York and Chicago, and the other two in Paris, France and Beijing, China.

Each location presented unique implementation variables but the goal for all four was to create a “primary venue and focal point for building and nurturing strong relationships with consumers,” through the use of the author’s SOM valuation system.

I know little about the machinations needed to create a global sportswear presence, but as a consumer I do understand that using a variety of tools to ensure an audience stays loyal to a product is critical to financial success. Dr. Gui writes, “Successful multinational companies must have strong brand recognition to sustain and gain global market shares.” The SOM method, if used, “enables businesses and investments to create holistic strategies and to identify future growth potential.” More customers equals more sales which equals increased brand success. That’s an equation I can understand. The author’s support materials include a lengthy literature review, as well as a detailed and comprehensive list of reference information.

This book is complex. Much of it requires an understanding of and an interest in data systems, finance fundamentals and analyzing market trends. But it’s also a fascinating read about marketing and branding. The Nike swoosh, for more than 50 years, is instantly recognizable, representing a company that, purportedly, has the largest market share for athletic shoes and apparel in the world. Insight into how the company came to invest in flagship stores as part of a global marketing campaign is a compelling narrative.

There are multiple equations in the Extraordinary Synergy: Measuring the Unmeasurable 2nd Edition, but the one I found most compelling is the one that equates to Dr. Gui’s life: a child’s dream equals a successful career.  Dr. Hairong Gui combines strategic insight to help organizations harness the invisible forces that drive collaboration and breakthrough results. This essential guide empowers decision-makers to move beyond traditional metrics and unlock the full potential of human and organizational synergy.