This article comes from Tobi Demuren’s insightful talk, ‘Value of winning hearts and minds’, at our 2023 London Customer Marketing Summit, check out his full presentation here.


Have you ever stopped to think about what makes certain brands so valued? I'm talking about the ones that inspire insane levels of loyalty and turn casual customers into evangelists. 

This kind of brand has people lining up to drop absurd amounts of money on stuff they definitely don't need—but just have to have.

You know the ones I'm talking about.

As marketers, unlocking that level of fervent adoration is the holy grail, right? Well, I’ll let you in on a secret: the brands that truly win hearts and minds all have one thing in common...

They start with the human stuff.

That might sound a bit too simple in our era of AI, big data, and disruptive technology, but trust me, getting back to the core of what makes us tick as people is crucial. 

Let me explain…


The rise of Apple

One of the greatest turnaround stories of the modern era has to be Apple's renaissance after Steve Jobs returned as CEO in 1997. 

The company had clearly lost its way, trailing behind competitors with a startling 58% decline in share price and 80% drop in market value between 1992 and 1997. 

With Apple almost on the brink of bankruptcy, a drastic turnaround was desperately needed.

Jobs knew the key was winning the hearts and minds of Apple's customer base. As he told employees,

"Marketing is about values...we must be clear on what we want them to know about us." 

Fast forward to today, and Apple is the most valuable company ($3 trillion market cap) and brand in the world, with iconic products we use daily, and it all started with getting back to their "why."


The power of values and personality

If we suspend our disbelief for a moment and imagine companies as single human beings, the first questions we'd ask are: 

Who are you? 
What do you stand for? 
What excites you? 
Why do you do what you do? 

Because, like any human relationship, a brand's values are the critical first step in winning over minds, and how we express those values through personality and actions is how we win hearts.

Take a pause here and think of your favorite brand. 

Chances are, you know they're crystal clear about who they are, and what they believe in - and that core identity never wavers. 

Apple, for instance, has been constantly committed to simplicity and defying conventional thinking since day one.

This process of developing brand affinity directly mirrors how human friendships form, as C.S. Lewis beautifully describes:

"Friendship arises when two or more people discover that they have in common some insight or interest which others do not share, and which till that moment, believed to be his own unique treasure or burden."

To win hearts and minds, businesses must make it unmistakably clear who they are, what they care about, and what they admire—with tremendous personality and conviction in a way even a toddler could understand.

Take Nintendo as another prime example. To the casual observer, you might think they're just a video game company intent on bringing mustachioed plumbers into our living rooms. But you'd be wrong. 

Nintendo's stubborn adherence to the values of simplicity, bringing people together, and prioritizing fun over technical arms races led to the wildly innovative (and wildly successful) Wii console.

As Satoru Iwata, Nintendo's president at the time said:

"If we make our virtual experiences more simple, more accessible, we'll open up video gaming to a whole new audience currently alienated by the increasing complexity." 

That focus on approachability over empty power unlocked incredible innovation.

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Building authentic relationships and community  

Continuing our company-as-human-being metaphor, the second key is valuing and fostering authentic relationships and community. 

Every marketing interaction should be an opportunity for connection because we all have an innate need to feel valued, seen, and heard. There's no greater pleasure than being part of a group where you can be your unfiltered self.

It would be hard to find a better example of this "circle of belonging" than Salesforce and its thriving "Ohana" community (the Hawaiian word for extended, chosen family). 

They've created an ecosystem where customers, developers, and employees feel empowered, nurtured, and proud to be part of something bigger than themselves.

During my time at IBM's Salesforce practice, I was fortunate to meet someone who embodied this spirit:  Gemma Blezard. 

Not only was Gemma technically brilliant, but she also had an infectious passion for mentoring others on the Salesforce platform—particularly women looking to break into engineering roles.

She founded an organization called “Ladies Be Architects” to help provide that supportive circle. What struck me most was how the wider Salesforce community rallied around and championed Gemma's efforts. 

They understood that nurturing those human connections is the glue that holds success together, appealing to our fundamental desire for belonging.

When brands foster that level of advocacy—you can feel the relationship transcending a mere transaction. It's genuine and mutually valued, which should be the goal of any marketing strategy worth its salt.

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Zig while others zag

My last piece of advice for winning hearts and minds? Don't be afraid to take a risk and “zig” when the competition is “zagging”. Making a memorable impression often requires an unconventional approach.  

One of the most famous examples is Nike's controversial 2018 "Dream Crazy" campaign featuring Colin Kaepernick. For those who need a quick refresher, Kaepernick was the NFL quarterback who began kneeling during the national anthem to protest racial injustice and police brutality. 

Despite being one of the league's top talents, no team signed him after that.  

As Nike approached the 30th anniversary of their iconic "Just Do It" campaign, they made the daring move to make Kaepernick the face of their new "Believe in something. Even if it means sacrificing everything" message. 

The backlash was severe, with boycotts and burned Nike gear. But, the company stayed resolute, believing in the core idea of inspiring athletes to have courage in their convictions.

Their boldness paid off. Nike's online sales surged 31% in the weeks after the launch, their stock price hit an all-time high, and the campaign won the prestigious Grand Prix at Cannes Lions. 

Once again, Nike demonstrated that intelligent risk-taking and having the audacity to take a stand can be the cornerstone of an unforgettable marketing strategy.  


Conclusion  

At the end of the day, winning the hearts and minds of our customers is the throughline connecting every iconic, enduring brand. 

The authentic stories we tell, the values we embody, and the communities we foster will always be paramount. 

As marketers, we sometimes get caught up chasing shiny new tactics and lose sight of those fundamental human truths. 

We'd all do well to step back, ditch the jargon, and remember that at our core, we're storytellers tasked with connecting people through shared experiences, beliefs, and emotions.

So let's craft the kind of genuine, values-driven brands that inspire fierce loyalty, and let's foster the sorts of inclusive communities that make people feel truly seen and understood.

Because at the end of the day, that's the real "secret" to winning hearts and minds—being human. Now, who's ready to get to work?