{"id":8572,"date":"2010-08-31T00:40:41","date_gmt":"2010-08-31T05:40:41","guid":{"rendered":"http:\/\/crowdspring.wpengine.com\/?p=8572"},"modified":"2022-05-06T19:10:46","modified_gmt":"2022-05-07T00:10:46","slug":"marketing-values","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/marketing-values\/","title":{"rendered":"Marketing Is About Values"},"content":{"rendered":"

\"\"<\/a>Today, Apple is considered one of the best brands in the world<\/a>. The iPod<\/a> wasn’t the first mp3 player but it redefined the entire industry. The iPad wasn’t the first tablet PC and yet Apple may sell more than 10 million<\/a> of them in 2010. Apple may sell 48 million iPhones<\/a> in 2010.<\/p>\n

Today, nearly everything that Apple touches turns to gold. But this wasn’t always true. From the mid 1980s to the mid 1990s, Apple was a niche company with many product failures and a poorly defined vision.<\/p>\n

The transformation that turned Apple from a niche player into an industry giant started when Steve Jobs returned to Apple in 1997. That transformation offers an important lesson for startups about marketing and branding.<\/p>\n

Speaking in 1997 about Apple’s Think Different campaign (released the same day as the speech), Steve Jobs eloquently and passionately explained the difficulty of marketing when you’re competing for attention with so many other brands:<\/p>\n

Marketing is about values. This is a very complicated world; it’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. And so we have to be really clear about what we want them to know about us.<\/p><\/blockquote>\n

This is a very important lesson for entrepreneurs and startups. It’s even more important today because social media creates opportunities for companies to engage customers<\/a>, but also adds a tremendous amount of noise to an already noisy marketplace.<\/p>\n

There are many ways to seize opportunities to tell your prospective customers what you want them to know about you. Some leverage an effective tagline<\/a>. Others present products as stories<\/a>. Yet others study and leverage social currency<\/a>. Many different approaches work for different companies.<\/p>\n

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