Why Some Brands Are Magnetic — and Others Aren’t

It’s not about the product. It’s about something far more valuable — and here’s how to unlock it.

“Marketing is no longer about the stuff you make, but about the stories you tell.” Seth Godin

Seth Godin nailed it once again.

The brand isn’t the business; the brand is you. People don’t buy a product or a service. What they’re buying is an emotion, a feeling. It’s a story that speaks to them and resonates deeply. A story they can relate to.

Nike understood this well with its slogan, “Just do it.” Apple, too, with its “Think Different.” Although this slogan dates back almost 30 years (1997, to be precise), it still speaks for itself — arguably the best ad of all time.

What allowed Apple to outshine the competition was that people could, or rather, want to identify with those who, by thinking differently, managed to change the world.

So when I help coaches or consultants grow, I always start with branding.

Want to sell more? You need an audience. And to get an audience, you have to be visible. Everywhere. And consistently. Every day.

We are in an attention economy.
And to capture attention, you need to stand out.
To stand…