The strategy of only two words that Nike and Apple use to "inspire" you to buy

The release of the iPhone 13 on September 17 marks a new renewal of Apple 's most popular product, something that can be used to remember one of the marketing strategies devised by Steve Jobs -founder of the company- with which he managed to establish the company as one of the most important and innovative in the world of great technology .

The idea of ​​this strategy arose in 1997, when Jobs returned to the company after more than ten years away , in one of the speeches prior to being named the new Executive Director of the same. There, he recalled the sales strategy of Nike (which at that time was dominating the world of sports shoes), which focuses on paying attention to the sensations generated by the brand over the product itself .

" Nike sells merchandise, it sells shoes ," he began by saying, and then added: " And yet when you think of Nike, you feel something different from a shoe company. In their ads, as you know, they never talk about the product, they never talk about their Air Soles, how they're better than Reebok Air Soles. What does Nike do in their advertising? They honor great athletes and they honor great athletics . That's what they do ."

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Although the phrase itself is long, the concept can be summed up in the words " No Product ". This is because the focus is not on the product itself that the company sells, but on the sensations and emotions that customers have when they remember the brand they are buying .

"THINK DIFFERENT" CAMPAIGN

According to the technology columnist of the Inc. portal, Jason Aten , when recalling Jobs's speech, it was made when Apple was on the floor both financially and at the product level. The main problem was that the company could not find a way to inspire these emotions in its products, something that it would finally achieve with the release of the iPhone , iPod and iPad (Jobs' culminating works in the company).

" Jobs' words were aspirational ," Aten explained, later adding, " He wanted to paint a picture of a desirable future for the company, but in doing so, he pointed to one of the most powerful marketing strategies for connecting with customers. Ironically, it's the same thing: aspiration. Jobs painted Apple as an aspirational brand, just like Nike ."

This was reflected in the first campaign that Apple carried out after that speech: " Think Different ". It focused on figures who could be considered "crazy" by some people but who entered history due to their actions.

This is how characters like Gandhi , Muhammad Ali , Martin Luther King Jr. , Albert Einstein or Amelia Earhart could be seen in television commercials, while they did not talk about the products, but about the aspirations that could be achieved with them. As the icing on the cake, all the advertisements were accompanied by the following phrase: " Because the people who are crazy enough to think they can change the world are the ones who change it ."