It may seem hard to believe, but one of the best-known marketing slogans of all time - Nike's "Just Do It" - was inspired by the last words of a murderer. "Just Do It" was dreamed up by Dan Wieden ...

We focus on a contrast between the US and China to help explain what the codes mean at a general level. Then we look at how Nike (a characteristically US brand) has managed to align itself to UK, ...