{"id":778,"date":"2019-04-10T07:01:28","date_gmt":"2019-04-10T07:01:28","guid":{"rendered":"https:\/\/www.brandnas.com\/?p=778"},"modified":"2019-05-05T04:32:14","modified_gmt":"2019-05-05T04:32:14","slug":"custumers-values","status":"publish","type":"post","link":"https:\/\/www.brandnas.com\/index.php\/2019\/04\/10\/custumers-values\/","title":{"rendered":"Marketing Is About Your Customer\u2019s Values\u200a\u2014\u200aAnd Aspirations"},"content":{"rendered":"\t\t
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Marketing Is Not About Your Company\u2019s Values \n\nIt\u2019s about your customer\u2019s values\u200a\u2014\u200aand aspirations\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Twenty years ago, in 1997, Steve Jobs\u00a0told us<\/a>,<\/p>

\u201cMarketing is about\u00a0values\u201d<\/em><\/p>

Jobs was right about marketing. He was right in that the way to talk about a brand is \u201cnot to talk about speeds and fees\u201d or \u201cbits and megahertz\u201d or \u201cwhy we are better than windows.\u201d He was right that marketing is about benefits, not features. And he was right when he said,<\/p>

\u201cOur customers want to know who is Apple and what is it that we stand for?\u201d<\/em><\/p>

All true.<\/p>

But what he didn\u2019t explicitly say is that customers only want to know \u201cwhat a company stands for\u201d\u00a0as it relates back to them.<\/em><\/p>

Marketing, at the end of the day, is not just about a company\u2019s values \u2014 it\u2019s about understanding what these mean\u00a0to a customer<\/em>, and getting that meaning to be felt strongly enough that they buy.<\/p>

Now, the real mastery of Jobs is that he almost certainly knew this, consciously or subconsciously. He almost certainly knew full well that people care more about themselves than Apple \u2014 and<\/em>\u00a0he also almost certainly knew full well that\u00a0that speech he gave was not talking\u00a0about<\/em>\u00a0marketing. It\u00a0was marketing.<\/p>

Which is why he said things like:<\/p>

\u201cApple at the core \u2014 it\u2019s core value \u2014 is that we believe that people with passion can change the world for the better.\u201d<\/em><\/p>

And,<\/p>

\u201cThe people who believe they can change the world are the ones who do.\u201d<\/em><\/p>

When he said this, he almost certainly knew:<\/p>

He wasn\u2019t talking about Apple. And he wasn\u2019t even talking about\u00a0<\/em>the customers.<\/p>

He was talking\u00a0to\u00a0<\/em>them.<\/p>

People didn\u2019t buy Apple because they liked that Apple \u201cbelieved people with passion can change the world\u201d (like \u201coh, now isn\u2019t that\u00a0nice!<\/em>\u201d) No. People bought Apple because\u00a0they wanted to see themselves as one of those people.<\/em><\/p>

Apple isn\u2019t just offering product features; they are giving people the tools we seek to move beyond a one-size-fits-all approach to people’s needs. As a result, they are earning deep loyalty and sustained engagement.<\/p>

Marketing is\u00a0really<\/em>\u00a0about how customer values translate into aspirations, insecurities, fears<\/strong>, and motivations<\/strong>.<\/p>

Our sense of ourselves is constantly evolving, but the path we\u2019re pursuing rarely changes. This consistent direction is our aspirational identity. Career ladders, job titles or hobbies may have influence, but our aspirations are so profoundly connected to our identities that they show up no matter the context.<\/p>

These aspirational identities are more important than ever as the millennial generation claims its place in the economy. There is\u00a0plenty\u00a0of\u00a0press\u00a0about millennials being selfish in their hipster-minimalist consumer values, but we\u2019d say they are instead asking for validation of their aspirations. This means organizations must push past inspiring slogans and key to customers\u2019 aspirational identities.<\/p>

The difference between inspiration and aspiration and why it matters so much. People who are inspired are temporarily stimulated to do or feel something (Pinterest activates audience via inspiration.) Aspiration, on the other hand, involves striving in a long-lasting and meaningful way to achieve or become something in particular.<\/p>

Some brands do a great job at digging deep into who they are, what they stand for and extolling the virtues of what they have to offer. They do such great a job, in fact, their marketing may seem to lose sight of the customer entirely.<\/p>

\u00a0\u201cPeople buy from those they know, like and trust.\u201d could easily be expanded on. One of the best ways to get people to know, like and trust you is to make them feel good about themselves and the decisions they are making when interacting with your brand or purchasing your product.\u00a0<\/p>

People don\u2019t care about brand X or Y \u2014 people care about themselves, they care about you only to the extent that you fulfill\u00a0their<\/em>\u00a0wants and needs.<\/p>

The success of a business \u2014 and its marketing message \u2014 is partially figuring out what people want. And partially the promise of fulfilling it. Aspirational Marketing: Show Customers What Their Future Looks Like with You in It.<\/p>

People do business with you because they believe you are adding value to\u00a0their<\/em>lives \u2014 and how that sweet value set of yours aligns with their\u00a0own<\/em>.<\/p>

If You Want Your Brand To Succeed, Make It Aspirational, Not Inspirational<\/em><\/strong><\/p>

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Marketing Is Not About Your Company\u2019s Values It\u2019s about your customer\u2019s values\u200a\u2014\u200aand aspirations Twenty years ago, in 1997, Steve Jobs\u00a0told us, \u201cMarketing is about\u00a0values\u201d Jobs was right about marketing. He was right in that the way to talk about a brand is \u201cnot to talk about speeds and fees\u201d or \u201cbits and megahertz\u201d or \u201cwhy […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-778","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/posts\/778","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/comments?post=778"}],"version-history":[{"count":6,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/posts\/778\/revisions"}],"predecessor-version":[{"id":814,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/posts\/778\/revisions\/814"}],"wp:attachment":[{"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/media?parent=778"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/categories?post=778"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandnas.com\/index.php\/wp-json\/wp\/v2\/tags?post=778"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}