7 Branding Principles From Three Mythical Brands - Apple 📱, Ferrari 🚗 and Louis Vuitton 🛍️ (#33)
Zain Kahn
Here are 7 branding principles (from the brands many people are devoted to) to help you master marketing:
1. Create a hero
Every great myth has a legendary hero. Classical Greek myths had Zeus and Hercules. Modern business myths have Steve Jobs and Enzo Ferrari.
💡Make your founder the hero of your story and market them as a creative genius.
2. Spread rumours and stories
Incredible brands are built on incredible stories. James Dean died driving his Porsche. Ferruccio Lamborghini created Lamborghini after an argument with Enzo Ferrari.
💡These stories resonate with customers generation after generation.
3. Make it inaccessible
Most customers have to wait at least 2 years to buy a Ferrari. Apple fans had to line up for days to get their hands on the latest iPhones.
💡Counter to conventional business wisdom, the best brands make their products inaccessible.
4. Make it historical
Historical brands are adored by historical figures. Audrey Hepburn always travelled with Louis Vuitton bags. Napoleon wore a Breguet watch. James Bond drives an Aston Martin.
💡Historical figures add a timeless quality to these brands.
5. Make it rare
The best brands make it clear that they aren't for everyone. Rolls Royce only produces 5,000 cars every year. Porche's CEO once said:
When I see 2 Porches on the same street, I begin to worry.
💡Rarity makes these brands even more desirable.
6. Don't be afraid of controversy
The best brands are uncompromising in their creative vision. Even if it upsets customers. Apple infuriated many when it changed its charging cable. Louis Vuitton infuriated even more by making a $1,000 covid mask.
💡Both products succeeded.
7. Create a cult
The best brands don't have customers - they have devotees. Apple fans will pitch tents outside Apple stores to get the latest iPhone. Ferrari has a similar cult following among racing fans.
💡Devotees will pay any price to get their hands on these products.
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