• Curt Mercadante

ALIGNMENT: The Third Pillar of Building an Authority Brand

This is #4 in a series of posts about The Four Pillars of Building an Authority Brand. Here are links to Post #1, Post #2, and Post #3.

"We need to bring it (the Apple brand) back. The way to do that is not to talk about the speeds and fees, it’s not to talk about MIPS and megahertz, it’s not to talk about why we’re better than Windows." - Steve Jobs

Jobs made the above remarks in his now-famous "Think Different" speech in which he unveiled the vision statement, "People with passion can change the world for the better."

He also released the "Think Different" TV ad which featured Martin Luther King, Jr., Albert Einstein, and Muhammad Ali -- but not a single Apple product.

What Jobs knew is that clients and customers don't care about you, your product, your services, your bells, or your whistles.

They care about, "what's in it for them?"

It's not about your WHY...it's about your clients' WHY.

So if Apple could really make their customers feel that Apple products would empower them to change the world for the better, then would create a strong brand bond.

Within that bond lies the following equation: PURPOSE + IMPACT.

ALIGNMENT of the company's purpose for existing with the impact their customers get from using their products helped Jobs re-build the Apple brand into an icon that, as of this writing is worth $1.5 trillion.

And Alignment is the third pillar of building an authority brand...

Which brings us to the fourth pillar -- AUTHENTICITY -- which we will feature in tomorrow's post.


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