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Why word “Home” is such an amazing motivator?
Iphone disrupted the global mobile phone industry when it was introduced in early 2007. Multi Touch was the groundbreaking technology implemented on a smartphone for the first time at that point. But one thing went unnoticed. Home button was an important marketing message used during the Iphone launch.
While presenting the Iphone, Steve Jobs named its main button the Home Button. He pulled it lightly. Jobs used one of the basic human motivators – word “Home”. It was a symbolic statement.
The need for shelter and safety is in our blood. Apple’s CEO used that primary human motivator to advertise Iphone. Since then, the Home Button has become iconic. It has been one of the most recognizable features of Iphone. Recently, physical Home Button on Iphone went to history. But what was behind the Home Button? Why was this an ultimate marketing message at birth of Iphone?
“It takes you home from wherever you are”
Steve Jobs
CEO, AppleHome is a strong emotional statement. It is about safety, happiness and the most intimate relationships. When one says Home, most of the people think of family and friends. Those that don’t have Home, a safe island in life, as an psychological category, may attach themselves more to products “advertised by” the Home motivator. That’s how brands buy customers. They offer fantasies around customers’ most valued motivators.
Society wide consequences of such a revolutionary product with multi-touch screen have been enormous. Mobile phones market got an amazing boost. Phones became much more important in lives of common people than ever before. People have been increasing usage time of mobile phones on global level. Apple became the most valuable company in the world.
My iPhone lets me carry my entire digital world in my pocket. And it does it with such ease that I forget, on a regular basis, that the things I do now, every single day, weren’t just inconvenient 10 years ago, they were impossible.
In case of the 9thgn platform, Home is one of the main human motivators. Therefore, the platform can advise Home motivator for use in marketing communication.
You can see some of basic human motivators, which are analyzed by the 9thgn AI powered Rezonate algorithm, on an infographic below. Except proposing motivators you should use, 9thgn gives you a list of the most powerful impact words, for each of the motivators. Use it in any communication with your target group.
This is a short story of the Home Button, which deserves a place in advertising history. Also, you can play a video below. It shows that historic moment – an introduction of the Home Button by Steve Jobs.
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