Let's talk about Apple for a bit. How many of you own an Apple computer? An Ipod? An Iphone? Have you ever thought about why you bought an Apple product? There's an interesting TED talk by Simon Sinek that talks about the success of Apple and why they're so successful. And I think it gets at some of what Groundswell is talking about in part 3, and how the future of marketing is customer-centric, and embracing the groundswell is transformative for your brand, and the way your company operates.
(Isn't that a great thumbnail)
By focusing on not what companies do, and what they make, but bringing customers in on the vision of the company, and why, Apple have built a brand that is world renowned and while they're known for making very good computers, their advertising tends to focus less on "all the cool features" but more on what people do with it. Take their holiday ad for example.
Or how about their Apple Music Ad from earlier this year?
Even before the rise of social media, and the rise of the modern groundswell, Apple ads were always a bit different. What Sinek talks about in the Ted Talk above, is the idea that Apple leads by showing us the "why".
By selling us this idea that Apple is better, not because their products are better but because they have this vision around which they build their products. And this vision, this idea that Apple has involved us all in is how a computer company has been able to sell us everything from tv's to phone's to MP3 players for the past decade. Because Apple has spoken to the dreamer, the musician, the outcast, the visionary in all of us, and they've connected with us. Apple has been so far ahead of everyone else for so long because before there even was the social media groundswell, Apple had already involved the consumer, they had already sold us their vision. And we believed in it.
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