Steve Jobs and others explain why brand beats product. The "Got Milk?" campaign sold milk by showing what happens without it. Nike made people buy a lifestyle, not shoes. Apple's "Think Different" proved that a story matters more than specs.
The dairy industry tried for 20 years to convince you that milk was good for you. It's a lie, but they tried anyway. And the sales were going like this. And then they tried Got Milk? and the sales have gone like this. Got Milk? doesn't even talk about the product. Matter of fact, it focuses on the absence of the product. Greatest jobs of marketing in the universe has ever seen is Nike. Remember, Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company.
This whole video is actually a lead-up to him presenting the Think Different ad. If you don't know about that, just search this video up, you'll see the same thing. But I think it's such a great representation of why not focusing on just features and benefits is a great idea if you want to be known for something in your space and be like the expert in the space. Like he said with Nike, When you think of Nike, you don't always just think of shoes or clothes. It's like, just do it, and the mantra and the brand and what that carries. So super cool stuff. Try it out in your marketing.
