Like us, Apple Computer’s Steve Jobs always wants to get the attention of certain consumers in the world. Unlike some of us, he realized – back in 1997 – that to get the right folks to pay attention, there was something much more important than talking about how great his product was.
He knew great advertising and marketing would not feature the product or tell why it’s better than the others.
Instead, marketing had to be about something else.
This is perhaps the finest five minute marketing lesson I have ever seen.
Today, 13 years later, the Apple brand has itself come to mean ‘think different’. They don’t need to link to Einstein and Picasso anymore. It’s who they’ve become now, whether you like them or not.
And they did it by living and creating their products based on their own core values. Their advertising vividly expressed those values – who they honored, who they thought they were themselves.
What about you? Who do YOU honor? What greatness in some part of life do you admire and want to be like? And how can you show that, through what you market and how you choose to market it? E.g., Nike honored great athletes and great athletics, and they strove to BE that through their shoes.
Go ahead. Your turn.