🪄 Some brands simply market products, while others choose to Selling much more: a vision!
In consumer psychology, nothing happens by chance. 🧠 Why, when faced with two identical products, do you instinctively gravitate towards one rather than the other? Because the messaging of certain brands goes far beyond the attributes of their offerings. ???? Ready to dive into the world of top-selling visions with the We Are COM team ? 👉 A storytelling lesson worthy of the greatest Hollywood screenwriters!
#1 – Red Bull
🪽 What does Red Bull actually sell? Don't be fooled, this brand doesn't sell an energy drink, but rather "wings". Yes, Red Bull is the promise of thrills, daring, and feats.
💡 Why is that so clever? Because the brand has succeeded in shifting the value of its product towards an entire cultural universe: content, events, challenges… Ultimately, even those who do not consume Red Bull can claim to belong to their community of adventurers.
An expert in adrenaline, the brand has established itself in the world of skydiving. And because when you give wings, there are no limits, it even sponsored the highest skydive in history in 2012: a jump from the stratosphere !
#2 Mastercard
(I.e. What does Mastercard actually sell? Emotions, relationships, passions… In short, the values of life, not just a financial service. With Mastercard, paying isn't about spending money; it's about accessing an invaluable experience.
💡 Why is that so clever? Because by making the lived experience visible, the card is no longer a dematerialized means of payment; it becomes a passport to reality. With Mastercard, what you're buying isn't the product itself, but the feeling it evokes. You don't believe us? Take a look!
#3 – Patagonia
⛺️ What does Patagonia actually sell? Experiments in service of life. Patagonia is a promise of activism and anti-consumerism, an NGO in down jackets, basically! Paradoxically, buying their products saves our planet.
💡 Why is that so clever? Because by choosing Patagonia, consumers feel like they are truly contributing to the planet. They're not just buying outdoor gear, they're practically funding a climate mission! Even their communication campaigns are committed to fighting overconsumption, as seen in this speech that made a lasting impression during Black Friday 2011.
#4 – Uber
🛵 What does Uber actually sell? The movement! Uber offers the opportunity to access, physically and economically, all our needs: by moving them or by having them brought to us (thank you Uber Eats). Moreover, the brand itself claims it: we ignite opportunity by setting the world in motion ", translate: " We create opportunities by setting the world in motion. ».
💡 Why is that so clever? Because the brand's promise is macro, it goes beyond a simple means of transportation. Traveling with Uber means gaining mobility, fluidity, and accessibility to the point of even forgetting their ride-hailing service.
#5 – Starbucks
(I.e. What does Starbucks actually sell? A living space in its own right: a third space, halfway between home and work. This social space is a place of human warmth, comfort, and small rituals.
💡 Why is that so clever? By selling a social function more than just hot drinks and pastries, Starbucks offers a promise of connection (with oneself or with peers). Conveying a strong sense of belonging, the chain's customer participates in this parallel life. The "Meet me at Starbucks" campaign, a veritable mini-documentary, perfectly illustrates this community promise.
#6 – Ben & Jerry's
🍦 What does Ben & Jerry's actually sell? A political lever. The brand sells ice cream, but ice cream capable of changing the world! Ben & Jerry's progressive and committed stance is clear: We believe that ice cream can change the world. ».
💡 Why is that so clever? Simply because the brand has managed to transform its product into a true megaphone, a medium that impacts consumers who want to consume with assertive activism.
And proof that this vision is not just a slogan: the brand is regularly at the heart of tensions with its parent company Unilever, with some executives judging its stances to be too militant. Here's one of the biggest coups of ❤️ From the We Are COM team, enjoy!
#7 – Airbnb
🏠 What does Airbnb actually sell? Once again, this brand is banking on a sense of belonging. By renting apartments, Airbnb offers its customers something far more valuable than accommodation: hospitality, an antidote to isolation and rejection.
💡 Why is that so clever? The idea of transforming a transactional platform into a social promise is brilliant! With its welcoming and open approach to the world, Airbnb champions diversity, inclusion, and a non-discrimination policy. These commitments are literally embodied in the brand's "We Accept" advertising campaign.
#8 – Apple
👓 What does Apple actually sell? A master of conveying visions, Apple has now chosen a very specific battle: the protection of privacy. With Apple, data protection is presented as a non-negotiable value, relegating the product itself to a secondary concern.
💡 Why is that so clever? Because with Apple, you're not just buying a phone, you're investing in a powerful system to protect all your data. The brand's product becomes a cultural shield, where security is the sole priority.
Their campaigns along these lines are countless. By the way, did you notice that the brand even went so far as to change its logo?
#9 – GoPro
(I.e. What does GoPro actually sell? GoPro sells adventure, making heroism accessible to everyone. Its slogan, "Be a HERO," encourages every customer to become the main character in their own memories. In other words, with GoPro, you're not buying a camera, you're buying your own legend.
💡 Why is that so clever? Because of the natural ambassadorship that this vision engenders! By taking on this "hero" stance, the brand's customer becomes a creator and even an amplifier. This leads to the brand's famous "best of" compilations. Incredible!
#10 – Tesla
🤖 What does Tesla actually sell? Of course: Tesla! This brand doesn't just sell electric vehicles, but offers its customers the future! And a rather optimistic future, one of abundant energy and transformed mobility. Ultimately, Tesla positions itself more as a civilizational force than a car manufacturer.
💡 Why is that so clever? Precisely because this vision is the brand's narrative fuel. Investors, customers, or simply fan club… Adopting the product means embracing the vision of a cleaner and safer future. Far from traditional communication, their "Master Plans" take the form of manifestos.
Images: Freepik
