Building a movement and achieving market dominance
Is it enough to simply develop, brand, market and sell products?
I don’t think so.
Let me explain. I believe that regardless of what you’re selling, you need to be more than a category leader, a strong number two or fast follower. You need to move from a product centric focus to a position of deep mind space -- from “yeah, I heard of you ” to “your product defines me.”
I’m not talking about a brand gimmick or new catch phrase, but rather thinking bigger and understanding that marketing, and its role, have fundamentally changed.
Think about Apple.
How many companies make the front page of every major newspaper when they announce a new product? The iPhone is not just another thing, but the continuation of the Apple movement. Apple has gone from selling computers to providing a way for customers to define and express themselves. Microsoft on the other hand, is just a software company.
No longer is the company hardware and software solutions, but something more inspirational. Everything that Apple does connects to an experience. They understand the space between where their customers are and where they are taking them. And with every message, every product and every action (except backdating options), they deliver something more connected. Apple has gone from product-centric brand marketing to movement marketing.
Now you may say, “I don’t make cool technology focused products. My world is asphalt shingles.”
To which I reply, “Terrific.” Because you have an enormous opportunity to give greater meaning to your products and change a commodity to something extraordinary.
Think about it. Someone is making a living with your product, Someone is staying dry. Someone is going to build an entire community with your little rectangles. Your asphalt shingles were never just asphalt shingles but rather a significant part of those lives that specify, install and live with your products.
So ask yourself: Where are you in your customers’ mind space?
Are you moving products and sku’s or are you creating a movement that is emotionally connected to all that know you?
–Mark Goren
