Apple's "Think Different" campaign didn't mention computers once.
It showed Einstein. Martin Luther King. Muhammad Ali.
The message: "People who change the world use our products."
The 59-sec takeaway:
Sell identity, not features.
Apple didn't say "our computers are 2x faster."
They said "if you're a creative rebel who thinks differently, you're one of us."
When you sell identity, people buy to become that person.
How I'd use this:
Your marketing should answer: "Who do I become when I use this?"
Not: "What do I get?"
Bad: "Under 59 has tactics that work."
Good: "Under 59 makes you a smarter marketer."
One is a feature. The other is an identity.
Later,
Pavan
P.S. What brand makes you feel like "this is for people like me"? Tell me.
Identity is a belief. Beliefs aren't visual.