Steve Jobs in one of his most influential presentations said,
“Marketing is about values”
And he was right.
We live in a very complicated world and it is also a very noisy world when you are looking to raise AuM. It is even harder now for people to remember much about any company or their marketing message or their brand, let alone the performance of a fund. And if you want people to remember your brand or your company, you have to be really clear on what you want them to know about you.
You need to be able to communicate your values and core values – clearly and succinctly.
But even a great brand needs investment and care if it’s going to retain its relevance and vitality. And if your brand has suffered from neglect in this area you need to bring it back.
In the words of Jobs, “The best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes – and yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honour great athletes. And they honour great athletics. That’s who they are, that’s what they are about.”
Brands spends a fortune on advertising — without even communicating what they stand for, without their clients knowing who they are and what is it that they stand for – what their passion is.
Values and core values — those things shouldn’t change – that is why that is the most important message to communicate.
Here is the original presentation.