Mindful Iterations
I’m not a marketer by strict definition. While in the past I have spent time working in SEO as a Project Manager, I am, by definition, a geek.
I started off in the IT industry back in 1997, when I answered my first AT&T WorldNet (remember dial-up?) tech support call. “Thank you for calling AT&T WorldNet technical support. My name is Samantha. May I have your name and the telephone number you registered with please?”
Since then, I’ve held so many roles in IT, that I’m a bit of a jack of all trades; a technical generalist, if you will. My current role is that of software engineer. However, in my day to day work, I’m lucky enough to come in contact with many high profile brands. That’s not a responsibility I take lightly.
Maybe I’m a freak, but when I did technical support, I felt a strong sense of responsibility to my callers. They were entrusting me with caring, over the phone, for their several-thousand dollar machines. While there were times I didn’t quite feel like fixing broken Internets, helping customers backup several years of data, or walking through my 40th software install in a day, that’s what I did. Not just because it was my job, but because these people trusted me. They trusted me to guide them down the proper path. They trusted me to do what was best for them.
Fourteen years later, I still feel that sense of responsibility when it comes to clients. They are entrusting me with their brand. That’s a much larger scale than an Internet connection, a software suite, or a few thousand dollar computer. Their brand is bigger than a logo, slogan, or jingle. Their brand is their livelihood. It’s their reputation. It is responsible for feeding hundreds, sometimes thousands of families. Maybe that’s why I’m a bit of a perfectionist. I don’t like rushing through things. I like taking my time and making sure things are done right.
In a way, I’m a steward of my client’s brand. If I make a glaring mistake on Client X’s project, hundreds, thousands, or even millions of people aren’t going to know that Samantha made a boo-boo. But, it may very likely reflect on Client X’s brand. It opens the door for Client X’s prospective customer to ask themselves, “Jeez – if Client X can’t manage this, how are they going to handle my insert random customer need here?” I’m not okay with that.
So, to the brands I’m fortunate enough to work with, I say thank you.
You have entrusted me with your brand. That’s a pretty big deal. I understand that your brand is bigger than a logo, jingle, or slogan. Your brand is your livelihood. It’s your reputation. It’s responsible for feeding hundreds, maybe even thousands of families. If I make a mistake, it doesn’t reflect on me – it reflects on you. That’s a pretty big deal. Thank you.
I’m working from home today so I can sign for my MacBook Pro. My honey contributed to my MacBook fund as an early birthday present. My birthday is in August, so it’s a very early birthday present. 
It’s my first Mac and I’m very giddy and excited.
It’s no secret to anyone who knows me, that I love technological toys. But, this isn’t just any technological toy – it’s a MacBook Pro! As a consumer, I find it interesting to see just how marketing works and how Apple has it down.
“My Mac will make me a better programmer.”
“My Mac will make me more productive.”
“My Mac will make my computing life easier.”
These are the stories the marketing genius of Apple wants me to believe. I know logically that my productivity and skill are solely in my hands. But, there’s a still an excited 34-year old kid who keeps looking out the window for the Fed-Ex truck to arrive because she’s just a little curious as to whether the myth and the magic is true; even a little bit.
Stepping back even further, the other strong marketing message surrounding Macs is that they just work the way you want them to. This is a message echoed by most Mac owners. No wonder Apple has such success! How often is it that you have a company’s marketing message line up with their consumers’ mouths?
The PC image we’ve been sold is clunky and not so elegant. As a friend of mine explained, a Mac is a nice car that gets you places without fuss. A PC with Linux (the OS I use when on a PC) requires that you spend nights in the garage under the hood. That statement lines up with Apple’s marketing message. And again, how rare is that? When the mouth of the consumer carries the message of the brand? I mean, how often do you hear people say, “Wow, that’s some mighty high quality Angus beef,” about a fast food burger? You don’t. Or, at least I don’t.
But, I digress as that can be a whole other post. In the meantime, I think I’ll just keep peeking my head up here and there, looking out the window for that Fed-Ex truck to arrive.
It’ll be interesting to see whether or not I become a better or more productive programmer. If so, maybe it’ll be because I enjoy using the new system. It’ll also be interesting to see if I become vehicle for the message of the Mac.
What are some of your favorite marketing stories?
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