Not many companies know that they are already in 2023. They still believe they are in 2008. Even back then, the basic foundation of marketing remains—Marketing is about values. It’s not just about pushing, promoting and selling products or services you have; it’s about connecting with people on a deeper level, getting them to see your brand as relevant to their lives.
The late Steve Jobs understood this well. The co-founder of Apple believed that a company’s values were the cornerstone of its success. He famously said this;
“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”
He made a great remark about Nike. He mentioned that when we think of Nike, what comes to mind are not just their sleek shoes and sportswear; it’s the underlying values that define them. Nike honours great athletes and great athletics. That’s why through marketing, Nike was and still is able to set their brand apart from their competitors.
People don’t buy products solely based on their features; they buy into the benefits, beliefs, vision and ethos behind those products. Values-driven marketing goes beyond mere profit-seeking; it’s about making a positive difference in people’s life. When consumers see that a company genuinely cares about the issues they are passionate about, they are more likely to support that brand wholeheartedly. This emotional connection forms a bond that transcends transactional relationships, leading to brand loyalty and advocacy.
Ask yourself, what values does your company stand for? How can you incorporate these principles into your marketing strategies? You said your product is good, but why must the consumers buy them from you and not others?
In a world filled with endless options and constant noise, a brand with a strong sense of value and purpose will rise above the rest. People are looking for products that can solve their problems, make them happy and inspire them to be better. They also crave authenticity. They are drawn to brands that have a genuine story to tell, something they can resonate with.
If your brand can’t provide all these, then perhaps you are going to be doomed soon. In the grand scheme of things, it’s not just about the products you are pushing and selling or the services you offer, but more than that.
Remember when you buy that smartphone of yours that day? What would be the reasons you decide to go for that brand, that model at that price? Perhaps you can use similar experience to work on creating similar value propositions for your brand and products. Start with that and work your way backwards.
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