Marketing is about Values

Marketing is about Values

The market is complicated and noisy. You do not get a chance to get customers to remember much about you, so you have to be very clear about what you want them to know. Customers do not want messages about product features or specifications. Customers want to know who a company is, what it stands for and where it fits into the world. Marketing is about values. While the market and world change, core values do not. One of Apple’s core values is, people with passion can change the world for the better. In 1997, Apple captured this value in its Think Different manifesto.

“Here is to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They are not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them … about the only thing you cannot do is ignore them. Because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

The manifesto does not discuss product features or why the company is better than Microsoft. It captures what Apple stands for and where it fits. You remember, to change the world, think different.

All contents copyright © 2017, Josh Lowry. All rights reserved.

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One Response to Marketing is about Values

  1. John lowry says:

    Great post Josh!

    Like

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