Marketing: The Story We Tell Ourselves (…and Others)
Understanding Marketing Principles
People don’t buy things.
They buy what those things say about them.
A $5 coffee isn’t five times better than a $1 coffee. But it might mean something different. A MacBook isn’t just a computer—it’s a statement.
Marketing isn’t about the product. It’s about the story.
Perception is the Product
Rolex doesn’t sell watches. It sells achievement. Nike doesn’t sell sneakers. It sells the feeling of pushing through when you want to quit.
The actual thing? Secondary.
Want to Stand Out? Pick a Feeling
You can compete on price. Or quality. Or you can own an emotion.
Tesla = The future.
Patagonia = The responsible choice.
Apple = Creativity and status in a sleek aluminum case.
Your customers don’t just want to buy a thing. They want to become something.
But there's more...
Demand and Affordability: Desire isn't enough. Your customers need to be able to afford your story. A luxury car brand might tell a story of success, but it needs to find customers who can actually afford the price tag.
Meeting Needs Profitably: Great stories connect with emotions, but businesses also need to make money. The best marketing finds that sweet spot where a compelling story meets a profitable product.
The Story Changes: Just like the market changes, your story might need to evolve. Listen to your customers and adapt your message to keep them engaged.
Final Thought:
You don’t have to be the cheapest, the fastest, or the most advanced. But if you can make people feel something—that’s when marketing works.
Key Marketing Concepts to Know:
- Perceived Value vs. Actual Value – People buy meaning, not function.
- Segmentation – Identifying and grouping customers based on demographics, behavior, and preferences.
- Targeting – Choosing the right segment to focus on for the best return.
- Positioning – Defining how your brand is different and why it matters.
- Brand Identity – The personality and emotion a brand communicates.
- Storytelling in Marketing – Crafting narratives that build connections with customers.
- Emotional Branding – Aligning products with feelings and aspirations.
- Demand Creation – Generating desire, not just fulfilling needs.
- Psychological Pricing – Leveraging perception to justify price points.
- Brand Loyalty & Trust – The foundation of repeat business and advocacy.