People Like Us, Do Things Like This

Lorazian Gold Podcast

Seth Godin gave a definition of a brand that I really loved. He said the value of a brand is the price people are willing to pay above the alternative. There are cheaper sneakers than Nike's but people are willing to pay for Nike's because Nike is a brand. Brands aren't born, they're created. A brand is no different to tribal markings. It is designed to show others the tribe you belong to. A brand is defined by "people like us, do things like this." That's why if you ask a person why they would pay so much for an iPhone, they would generally say "You won't understand." It is a people like us, do things like this situation. Marketing and branding is all about creating a tribe around such an ideology. "People like us, wear sneakers like this." "People like us, buy phones like these." "People like us, drink drinks like these."