Transcript:
What’s a what’s a what’s the classic computer brand then everybody here has Apple right so wait till the next time you get into a presentation like this and somebody’ll have an Apple computer what is staring you in the face the whole time the logo facing whom you usually backlit right so the whole time you’re sitting there that’s just burning into your retina right there’s no language involved so it doesn’t say Dell you know so the or this thing this is a company issue black Darth Vader Luke I’m your father right model little tiny IBM logo here facing me and IBM thought so much of this business that it did what sold it you know but they they that’s based on this myth that you can’t network Apple computers now that was the myth but but that’s classic branding so you think of Apple but even though there’s this think of you Apple what do you think of when you think of Apple iPod fun III got it I get sorry I get very worked up about this iPod is a classic example we don’t have time maybe another time we’ll talk about this but there’s a key marketing concept which is called insights insight is a deep understanding about you as an individual so personal that if somebody then talks about it or communicates that an insight the hair on the back of your neck stands up and you think wow they’re talking right at me and the iPod is based on an insight and insights are not usually about products so that’s usually called a faux insight you know I’ve always wanted to but no that’s that’s not a real insight but the iPod is based on an insight does any know what that insight is because you’re the target audience what’s the insight what does the ipod allow you to do this is the participation part pardon me whose music bingo it’s your music so my girls are not that much older than you are and I saw it very early because they used to make these tapes right you’re probably asking what our tapes right yeah but they would make little tapes right they would record the music from the radio but they would put the music in their order it was their music it wasn’t like they have this record you don’t know you know what records are right so it wasn’t like you get the white album and you’d say who’s this George Martin well how did he decide these songs should be in this order I don’t want to listen to all Beatles songs I want to listen to others stuff I want to mixed in that’s the magic of the iPod that’s what it’s based on it may not be the best you’re maybe sort of high tech people you may say well it’s not even the best mp3 doesn’t matter it isn’t the best it’s not even their technology it’s not even new technology but they put it together and then they put the music with it right the iTunes you’re probably thinking gosh I didn’t sorry I have to pay for it we had Napster I didn’t have to pay for any of this stuff all right but but then real people like me that would have to pay for it right so but that’s an insight then that’s a powerful brand and it’s consistent with that image so anyway so that’s a brand and that’s a key thing in marketing
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