How Drift is building an authentic brand like the greats.
It's not a secret that I am a huge fan of Steve Jobs and his legacy. Despite his human flaws, the brands he built (Apple and Pixar) have changed the world in more ways than what Wall Street can measure.
People on the internet complain that it can't be done again. They point to how easy it was in the 80s/90s when you could hold consumer's attention captive via Superbowl commercials and print marketing which Apple delightfully mastered.
But the reality is great marketing is a choice. It can always be done in any era.
I think one of the recent examples I've come to appreciate is Drift. Led by an inspiring leader David Cancel, they are in one of the most competitive sectors in B2B (Mar Tech). Yet they are miles ahead in the brand game drawing parallels to Nike and Apple by appealing to the "2018 consumer."
Earlier today, I came across a really thorough article on this topic by Andy Raskin. It covers in great detail on how Drift makes it happen. They continue to show through action why “care won’t scale” is just a limiting belief. I’ve been a public evangelist of the company from a while & enjoyed watching them grow into a massive brand.
Read the brillaint piece by Andy here.
What do you think? What are some other great current brands that inspire you?