Bad marketing manipulates, Good marketing inspires
Bad marketing manipulates, Good marketing inspires.
JUNYI LI @ UCLA EXTENSION
When thinking about the companies that does the best marketing campaigns and touches consumers the most, I think about Nike and Apple and their inspiring commercials.
Nike is a sportswear company, yet their commercials always put the inspiring athletes in front and features the moments of the great athletics. The storytelling of this brand is uniquely different from the other sports apparels. The commercials always catch our eyes and strengthen our brand loyalty. Their slogans is simple and forceful and touches our heart. The three words, Just do it became a buzzword that many people use it to inspire them in their personal life. As the TED speaker said in his keynote speech, people do not buy what you sell, they buy what you believe. The intangible spiritual element of Nike is a value that we agree and feel passionate about, we feel that just do it is the right attitude that we should take when facing the challenges and Nike say it for us, and became an opinion leader in that sense . Nike indeed sells a way of life, an attitude to life.
For Apple, I was deeply touched by its commercial, Think different, the one that Steve Jobs launched in early days of his success. It pays tribute to many people who brought change to the human life, such as Elbert Einstein, Martin Luther King and Gandhi, etc. They are the rebels, the trouble makers, etc. Yet we all know they are the real ones that push forward the revolution of human being in either science or public sectors. ‘When people see crazy ones, we see genius’, this documentary like commercial was short yet people was touched by how apple think of genius and eventually, how itself think differently just like these life changers. Using the famous celebrities that we all know to strengthen its brand value was a very genius way, and Apple was a good example for this.
Creating a value that people believe is the most important to a creating a good brand. From the classic brand of NIKE and Apple, this is more evident and clear to us.