and the very best brands know too
Steve Jobs took notice of something that Nike was doing. They sold shoes and yet they never “sold” the shoes.
They never talked about the cushions, the laces, or the traction. They didn’t ‘nerd out’ on the features or design of their product.
Instead, they showcased the athlete.
Apple didn’t advertise their computer
The above video shows Jobs talking about this very thing. Fast forward to the 5:53 mark and you’ll see the commercial that they ran in 1997 as part of the ‘Think Different‘ campaign.
The commercial doesn’t show one computer. It doesn’t list one feature. It doesn’t “sell” anything.
In fact, many of those featured never used an Apple computer. But they are remembered because of the contributions they’ve made to mankind. Even still, the message is clear:
You, too, have the (computing) power to make a difference.
Feature your customer
I can hear it now. “That’s great, but what does this have to do with tile?”
When we think about advertising or our social media posts we usually feature how well the shower is waterproofed, which uncoupling membrane we are using, or how we silicone the corners.
We’re ‘nerding out’ on the details and I’m as guilty as anyone in doing this.
But what if, instead, we thought about our customer? The amazing year she had breaking her own personal sales record. Her big promotion. Her accomplishments.
However, before she went out to slay the world and make her mark she started each day in the bathroom that your company built.
If you can drive that point home or something like it, you win.
Steve Jobs was taken from us ten years ago this month but not before he made his mark on the world.
Brand building is worthwhile but your time in business needs to be managed properly so you don’t waste it on endeavors that don’t have an impact.
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