Marketing is about what you believe. The World is very noisy and it is hard to have people remember much about us. So we need to be very clear about we want people to remember about us.
The way to do this is not to talk about what we do, how we do it, or why we are better than our competitors. Companies spend tons of money doing this and they are failing.
Marketing is about telling your own story, your own values, your own beliefs, and being very clear about what you are about and what you stand for.
One of the companies that have mastered marketing their values is Apple. When you think of Apple you look at them differently than other computer company.
They never just talk about their product features and why they are better than Microsoft. They talk about the experience and the emotions that their products produce. That is what they are about.
Customers want to know what we stand for and where do we fit in this world.
In order to do this, it comes down to core values. Apple’s core value is: We believe that people with passion can change the world for the better.
The market will change. Services will change. But core values will not change.
