Two Shoes of the Same

A brand I identify with is a brand I can buy from.

Picture this:

You need a new pair of shoes.

So, you find yourself a shoe shop.

On the shelf in front of you sits two pairs of shoes.

To the left, a pair of Nike Air Force 1s.

To the right, a pair of shoes from the same factory, of the same material, of the same design.

However, there is one. Minor. Difference.

The pair to the right do not include the infamous Nike 'Swish'.

They are a general brand.

Remember they are from the same factory! Virtually Identical in every way (bar 1).

What's more, they sell for 15% less than the Nike Air Force 1s.

Which do you buy?

My point is this:

We buy the brand, not the shoe.

High value customers are willing to pay more

For a brand that they identify with.

And Nike didn't get there by marketing a shoe.

They got there by marketing an idea.

That idea: what it means to be an athlete.

See if this helps:

Find yourself a Big Idea

Something that you really care about

And identify with

And market that idea earnestly and persistently

So when it comes down to you or the brand on the right

The customer will buy the idea.

Truly,

Elijah