Nike sells greatness, not clothes.
RedBull sells adrenaline, not drinks.
Polaroid sells memories and nostalgia, not cameras.
Shopify sells the dream of entrepreneurship, not websites.
The best brands sell stories, not things.
It's like when Joseph Smith found the golden plates and nobody else was allowed to look at them.
I'm now being told that lots of people saw the golden plates. I'm genuinely fascinated: how many people?
I've just gone to look it up. Eleven people claimed to have seen the plates, some of them related to Smith, but there's debate as to whether this was a metaphysical experience or they genuinely saw them. And one man was allowed to hold the box but not look inside it.
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