Maurice Aouad’s Post

Wanna know about brand and market positioning and messaging? Ask your mum. And then ask your pals that aren't in your industry, or the marketing and advertising industries. And see what they say. Ask them why they've never bought from Samsung, or only buy books from Waterstones, or shop at Morrisons. Those reasons, and how they feel, are going to give you a good read on how people feel about brands and positioning. They won't call it 'positioning', obviously, because they don't need to sound more intelligent than they really are (like us here in the industry), but they get it - because they view hundreds of ads every day without fail. My favourite thing about LinkedIn is that it's a giant circle jerk for industry people, but the problem with that is that when you've got an 🍆 in each hand, you forget to pull the customer off, too. And positioning, messaging, and all of that shit are about getting customers. Nothing more. Nothing less.

I often reflect on how consumers—including myself—make decisions. We like to think we’re logical, don’t we? But the truth is, the heart usually beats the mind to the punch. We decide emotionally—whether it’s the connection to a brand, the excitement of a new product, or even the quiet sense of belonging—and then we rationalize it with logic to make it all seem planned. Starting my career at Apple, a brand known for setting the standard in emotional marketing, I saw firsthand the magic that happens when a brand truly hits the mark—when they succeed in creating something that goes beyond the products they sell. Apple doesn’t just sell devices; it sells dreams, creativity, and possibilities. That experience really shaped my approach to marketing. It showed me that the best brands don’t just reach their audience; they resonate, creating moments that linger long after the transaction is complete. Because in the end, logic might close the sale, but it’s the emotional connection that opens the door and makes a brand unforgettable. (And valuable💰) 📷 from deep down the camera roll anno 2010

𝗗𝗮𝘆 𝟱: 𝗧𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 🌟𝗗𝗮𝗶𝗹𝘆 𝗪𝗶𝘀𝗱𝗼𝗺 𝗦𝗲𝗿𝗶𝗲𝘀: 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗟𝗲𝗴𝗲𝗻𝗱𝘀 🌟 ✨𝗘𝗺𝗯𝗿𝗮𝗰𝗶𝗻𝗴 𝘁𝗵𝗲 𝗙𝗲𝗲𝗹𝗶𝗻𝗴: 𝗟𝗲𝘀𝘀𝗼𝗻𝘀 𝗳𝗿𝗼𝗺 𝗦𝘁𝗲𝘃𝗲 𝗝𝗼𝗯𝘀 ✨ "We don’t stand a chance of advertising with features and benefits, RAMs, charts, and comparisons. The only chance we have of communicating is with a feeling." —𝗧𝗵𝗲 𝗔𝗽𝗽𝗹𝗲 𝗪𝗮𝘆, 𝟮𝟬𝟬𝟲 Steve Jobs understood that true branding goes beyond specs and statistics. It's not about the numbers but the connection we create with our audience. Apple’s success story is a testament to how powerful emotions are in branding. It’s about making people feel innovative, inspired, and part of a bigger vision. 🌍𝗖𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝘁𝗵𝗲 𝗪𝗼𝗿𝗹𝗱, 𝗢𝗻𝗲 𝗙𝗲𝗲𝗹𝗶𝗻𝗴 𝗮𝘁 𝗮 𝗧𝗶𝗺𝗲 🌍 "What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category. You could spend billions of dollars building a brand not as good as Apple. Yet Apple hasn't been doing anything with this incredible asset. What is Apple, after all? Apple is about people who think 'outside the box,' people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done." —𝗧𝗶𝗺𝗲, 𝗔𝘂𝗴𝘂𝘀𝘁 𝟭𝟴, 𝟭𝟵𝟵𝟳 Apple is more than a brand; it’s a movement. It’s about dreaming big and pushing the boundaries of what’s possible. Steve Jobs taught us that when we infuse our work with passion and vision, we can create something that resonates deeply with people and stands the test of time. Let’s take this lesson to heart. Whether you’re building a brand, a product, or a relationship, remember that it’s the emotional connection that matters most. Make people feel something, and you’ll create something truly unforgettable. #SteveJobs #Branding #EmotionalConnection #Inspiration #Leadership #Wisdom #Innovation #ChangeTheWorld #aftabalisahar #apple

Chill out Internet. Why are you criticizing Jaguar for taking a bold move to revitalize their brand and appeal to a broader market? They may fail, but at least they have taken a bold step in trying. And the statement that there are no cars in the ads at this point is not valid. Apple did not hint at any product in their 1984 Super Bowl ad. Jaguar is trying to create a buzz, and they have succeeded. Why not wish them success in this new endeavor for their brand? If the latest cars are compelling and move the market, they will be heroes for the many marketers who are quick to criticize but have spent little or no time in the trenches of creating. Give them a chance. I want them to succeed, don't you?

"Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it." – Marc Mathieu, CMO, Samsung Electronics America At Boston Waves, we resonate deeply with this shift in marketing philosophy. In today’s world, audiences crave authenticity and transparency. It's no longer just about crafting a perfect image; it’s about connecting on a genuine level, sharing real stories, and creating value that resonates. Brands that embrace this approach become more than just products—they become trusted voices in the market. Let’s work together to build campaigns rooted in truth, transparency, and trust. 🌊 #BostonWaves #CompellingAdvertising #BrandStrategy #MarketingInnovation #AudienceEngagement #CreativeCampaigns #BrandDesire #MarketingExcellence #AdvertisingImpact #MarketDifferentiation #ClientSuccess #MarketingAgency #StrategicBranding #BoldCreativity #BusinessGrowth #MakeWaves #MarketingInsights #BrandDevelopment #InspiringAdvertising #CustomerMotivation #StandOutMarketing #CreatingDemand

The biggest brands go to battle. Pepsi vs Coca-Cola  Burger vs McDonald’s And now… Samsung vs Apple. We all know Apple’s latest flop; the “Crushed” ad. People were not impressed by the destruction of beautiful creative symbols. Even celebs like Hugh Grant were horrified. And Samsung Electronics jumped on the opportunity 👇 Their recent ad pushed back and ended with the powerful tagline, “𝘊𝘳𝘦𝘢𝘵𝘪𝘷𝘪𝘵𝘺 𝘤𝘢𝘯𝘯𝘰𝘵 𝘣𝘦 𝘤𝘳𝘶𝘴𝘩𝘦𝘥”. Participating in brand banter is a risky move that can backfire. But Samsung's response was 𝘀𝘂𝗯𝘁𝗹𝗲 and 𝘁𝗶𝗺𝗲𝗹𝘆. The ad also works just fine on its own. Healthy competition drives innovation. Brands just need to pick their battles wisely. #strategy #marketing #digitalmarketing #advertising

Apple’s iconic "Think Different" campaign (1997-2002) celebrated visionaries like Einstein, Gandhi, and Earhart, and redefined what it means to be bold and creative. Apple's iconic "Think Different" slogan was introduced in 1997 during a critical time for the company. Initially, BBDO pitched “We’re back” to CEO Gil Amelio, but Steve Jobs, newly returned to Apple, rejected it, saying Apple wasn't "back" yet. Jobs then invited several agencies to propose a new vision, and Craig Tanimoto from Day created "Think Different." This slogan positioned Apple as innovative and unconventional, resonating with the idea that Apple users, like the company itself, think differently and have the power to change the world. Let this inspire your Monday—dare to think different and change the world! #MondayMotivation #ThinkDifferent #Innovation #Apple #metaads #googleads #paidads #twitterads #adstrategy #adinsights #digitalmarketing #contentmarketing

I'm seeing a lot of fanfare around the Walmart purchase of Vizio. I believe it's a great move by Walmart. They took a page out of Amazon's book by connecting entertainment viewing habits to purchase behaviors inside of their own ad network. Therein lies the rub. The broader CTV/OTT industry is losing a big source of data from Vizio TV's. It's a positive for brands that are heavily reliant on Walmart. But for brands that have numerous retail partnerships (which means reasonable scale & smart diversification), it's adding one more layer of management inside a single walled garden & making it more difficult to manage outside of that garden. Being reliant on a single ecosystem is great until it isn't. It's hard to scale inside of one system - we're seeing this with Google where a deep analysis of performance max and/or YouTube buys shows a lot of really bad inventory & potential risks. Retail media is in the second inning, to steal a phrase from my colleague Mitch Bernstein. There's a lot of expansion still left to happen before we start seeing contraction. That means managing 15-25 retailer ecosystems is going to be the norm. Start evaluating technology partners that can consolidate these ecosystems. Start ensuring your performance data ingestion/cleansing can handle this many disparate sources. Make sure you are creating 1p relationships with your customers. It's going to get fun! Just wait until Apple buys an ad network to join in on the revenue fun! #retailmedia

An #EpicMarketingCampaign goes beyond advertising - it engages, inspires, and leaves a lasting impression. 💡Take Apple's 1984 Super Bowl ad. Its sheer audacity shook the conventional norms of advertising, positioning Apple as a trailblazer above the mechanized monotony, brilliantly captured in the dystopian backdrop. Or look at Dove's Real Beauty campaign. Challenged stereotyped beauty norms Empowered women worldwide Expressed brand ethos, leading to a profound social impact Interpretation? It's not just about selling products, but sparking conversations that matter. It connects emotively while aligning with brand values. In conclusion, these game-changers decoded: Strategic Creativity✅ Bold Messaging✅ Deeper Connection✅ Let your campaign be more than sales - make it impactful, resonating, and truly epic. #MarketingStrategy