Marketing Quote by Adam Lashinsky
““Apple storytelling initially is high concept, telling customers not what they want to buy but what kind of people they want to be. This is classic “lifestyle” advertising, the selling of an image associated with a brand rather than the product itself.””
About This Quote
Source Interview: The Business of Storytelling, Adam Lashinsky, 2018
Brands sell lifestyles by aligning products with aspirational identities rather than functional features.
In simple terms: Advertising ties products to the kind of person you want to be.
Key Takeaway
Focus on identity‑based messaging.
Themes
branding
identity
consumer psychology
storytelling
lifestyle marketing
Mood
strategic
analytical
Type
marketing
advertising
When to use this quote
- product launches
- social media campaigns
- brand repositioning
- market research
Key Concepts
emotional resonance
cultural symbols
aspirational narratives
Questions to Reflect On
- What identity does your brand promise?
- How do you balance image with product utility?
A Different Perspective
Overemphasis on image can alienate pragmatic consumers seeking practical value.
