Great brands change people’s beliefs.
Apple recently released a new Studio display - a 27-inch 5K display with a 12 megapixel ultra-wide camera, studio quality mics, and a 6-speaker sound system with spatial audio all perfectly wrapped in aluminum. Many of my creative friends believe that they just. have. to. have. one. And Apple wants them, you, and me to spend nearly $2,000 for this big computer screen with a built-in webcam and speakers.
Apple has one of the most recognizable brand promises out there: Think Different. They guarantee to create products based on seeing the world a little differently and their promise is to inspire their customers to do the same.
So my friends aren’t spending $2,000 for a computer screen with a webcam in it. They are buying Apple’s belief in them. And a great brand is inspiring them to believe in themselves and their ability to change the world, too. The inspired belief is that their work is vital and owning this screen isn’t about buying an expensive commodity, but in participating in a brand’s product experience, joining a particular tribe, and showing you are confident enough to invest a couple of thousand dollars into the work that you do in the world.
And can you really put a price tag on that?
