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How Do I Build a Brand Message Like Apple? | Keynote Clarity for Thought Leaders with Jon Cook Flash Briefing
Hi, I’m a Mac… and I’m a PC. If that sounds familiar, then you probably remember the Mac vs. PC commercials from around 2006 where Apple intentionally positioned their Apple products against Microsoft’s products.
Mac was represented by a casually dressed, relaxed young guy while PC was played by a slightly older more middle-aged actor in a coat and tie. The contrast was apparent from the second the commercials started… and the contrast worked.
Apple wasn’t selling computers or a phones or an .mp3 player - they sold a lifestyle where art, music, communication, and expression were easier than ever thanks to Apple.
If you want to build your brand Message like Apple built their brand Message, you need to focus on what Apple projected to their audience. Apple wasn’t sharing just another option compared to Microsoft. They were offering a better way to live.
Nobody wants another product just to say they bought a product. People want to buy the promise attached to your product or service. You need to offer them a better way of life, not just another option.
Today is about finding out how your audience wants to enjoy life - and how you with your products and services can help them experience that new way of life. It’s the difference between selling a personal budgeting system and enjoying financial freedom. It’s the difference between offering a weight loss program and experiencing more energy than you’ve ever had since you were a kid.
It’s a way of life, not just another option. Make today count because your Message matters!
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”
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By Keynote Content with Jon CookHi, I’m a Mac… and I’m a PC. If that sounds familiar, then you probably remember the Mac vs. PC commercials from around 2006 where Apple intentionally positioned their Apple products against Microsoft’s products.
Mac was represented by a casually dressed, relaxed young guy while PC was played by a slightly older more middle-aged actor in a coat and tie. The contrast was apparent from the second the commercials started… and the contrast worked.
Apple wasn’t selling computers or a phones or an .mp3 player - they sold a lifestyle where art, music, communication, and expression were easier than ever thanks to Apple.
If you want to build your brand Message like Apple built their brand Message, you need to focus on what Apple projected to their audience. Apple wasn’t sharing just another option compared to Microsoft. They were offering a better way to live.
Nobody wants another product just to say they bought a product. People want to buy the promise attached to your product or service. You need to offer them a better way of life, not just another option.
Today is about finding out how your audience wants to enjoy life - and how you with your products and services can help them experience that new way of life. It’s the difference between selling a personal budgeting system and enjoying financial freedom. It’s the difference between offering a weight loss program and experiencing more energy than you’ve ever had since you were a kid.
It’s a way of life, not just another option. Make today count because your Message matters!
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”