The Apple Story
A real-life example of Seth Godin’s quote “Marketing is telling a story about your value that resonates enough with people to buy from you” can be seen in the success story of Apple Inc.
Apple Inc. markets its products as high-quality, innovative, and user-friendly, which appeals to its target audience of tech-savvy individuals who value design and aesthetics. The company’s marketing campaigns focus on telling a story about the value of its products, highlighting their unique features and benefits in a way that resonates with consumers.
For example, Apple’s “Get a Mac” ad campaign in the mid-2000s portrayed Mac computers as cool and stylish, while portraying PCs as outdated and boring. The ads told a story about the value of owning a Mac, and this messaging resonated with consumers, contributing to Apple’s success in the computer market.
Similarly, Apple’s iPhone marketing campaigns have focused on telling a story about the value of owning an iPhone, highlighting features such as the camera, user interface, and app ecosystem. This marketing messaging has resonated with consumers, contributing to the iPhone’s success as a best-selling smartphone.
The Amul Story
Here’s another real-life example of Seth Godin’s quote from India:
Amul is an Indian dairy cooperative that markets its products as high-quality and affordable. The company’s marketing campaigns focus on telling a story about the value of its products, highlighting their freshness, purity, and nutritional value.
For example, Amul’s famous “utterly butterly delicious” ad campaign in the 90s portrayed its butter as a tasty and healthy option for every household. The ads featured a catchy jingle and a lovable mascot, the Amul girl, who has become an iconic figure in Indian advertising.
Amul has also used its marketing campaigns to raise awareness about social issues. For instance, its “Amul girl” has been used in ads to promote the importance of voting in elections, as well as to raise awareness about the harmful effects of plastic waste.
Overall, Amul’s marketing strategy has helped the company become one of the most recognized and trusted brands in India, with a loyal customer base that values the quality and affordability of its products.