Marketing vs Reality
The most influential companies in the world sell you on a dream, not reality.
Last week I came across this tweet:
Which inspired me to step back and take a look at some of the most well known brands. Does their marketing directly relate to the product? Or are they using emotions and wishful thinking to connect with their audience?
GoPro
The first brand that came to mind was GoPro, a camera company that sells small video cameras to thrill seekers. Their marketing taps into ones adventurous spirit, inferring that their camera will be with while skydiving, snow skiing and exploring coral reefs.
When in reality, most GoPro footage ends up being a slow motion video walking your dog or jumping in a pool. Both far less adventurous than what you’re sold.
Apple
The next company that came to mind was Apple, while they do far less traditional “advertising” than most brands, they are the best at triggering your creative side. You’re sold the emotion of being an incredible creator, from building beautiful presentations to developing powerful software. Or even creating cinematic short videos (iPhone 12 Pro Max).
But once again when you take a step back and look at what’s actually being done on an Apple computer you’re often just taking notes on a Google doc or setting reminders for a doctors appointment.
Nike
On the surface, Nike makes fitness fun and easy. When you put on a pair of Nikes you’re automatically in great shape, casually jogging through the most scenic parts of the world.
When, in reality often times you’re just at your local gym waiting for someone to finish on the machine you want to use.
That’s a tough dream to sell though, imagine that Nike commercial. Great branding and marketing is about transforming your customers beliefs.
Coca-Cola
Coke taps into our desire for community. When you’re drinking a Coke you’re surrounded by friends and family for a memorable experience.
Notice, there aren’t many “benefits” you get from drinking a coke so they have to create a reality with benefits. Friends, family, memorable times.
When, once again in reality you’re just consuming a sugary liquid.
American Express
This is one of my favorite example of marketing a branding creating a false reality. With an amex in your pock you now have the ability to do something fun and spontaneous. You’re part of an exclusive group that has special privileges.
When, in reality you’re just spending money.
Jeep
When you drive a jeep you’re exploring the beautiful outdoors. Adventuring to parts of the world that you would otherwise never see.
When in reality you’re stuck in traffic going to work.
The list goes on and on, brands hardly ever give you an authentic taste of what it’s like to use their product.
The moral of the story is if brand didn’t sell you on a dream or an emotion they wouldn’t create nearly as strong as a connection with their customers.
Also, reality isn’t always that appealing.
