Launching the Apple ‘Think different’ campaign, in 1997 Steve Jobs made one of the most memorable marketing speeches of all time.
Here is the link: https://www.youtube.com/watch?v=MrZKoWgcZVg
And beyond social media, growth rating points and conversions, my take is that we need to take a stance if we want to confer a well built personality to the product we are promoting.
Because we are not the only one screaming for attention, there are many companies out there, and only when we are able to connect with what’s important in the way people live and work, we can have a real impact.
How do we do it? We make a promise, we create a story, and we talk to a group of people.
We don’t want to talk to everybody, everybody is not the goal, somebody is goal, somebody who can find our product valuable.
And the ability to visualize and empathize with these people, the target-group, is one of the most valuable skills for a marketer, then we can change the format, trying to catch the right eyeballs on the right placements, but the mission has to be consistent.