Excerpt: The Final Frontier of Cloud Democratization – Technical Talent

September 25, 2013 Appirio

Think Different

credit: salesforce.com

In the early days of Salesforce, CEO Marc Benioff masterminded a brilliant marketing campaign titled, “No Software”. Perhaps inspired by Apple’s campaign around “Think Different”, the No Software mantra was clearly an emotional play, targeted to a very specific set of individuals.

Much like “Think Different”, which is not grammatically correct, “No Software” isn’t exactly true. Salesforce.com is most definitely software, but at the time delivered through a vehicle that was completely novel and refreshing (SaaS, aka, Cloud). The connection here likely revolves around Benioff’s adoration of Apple’s Steve Jobs, though it could just be a coincidence of two great marketing visionaries coming up with short and expressive mantras.

While grammatically incorrect and technically incorrect, respectively, I look at both of these messages as poetry. Artists use lies to tell the truth, and the art behind these incorrect mantras is an attempt to trigger an emotional response with a specifically targeted user.

Read the rest of this post in it’s entirety on the CloudSpokes blog

Previous Article
The Future of Marketing: More Apps and Content, Fewer Ads
The Future of Marketing: More Apps and Content, Fewer Ads

A few weeks ago, Chipotle released a mobile game called Scarecrow, along with a beautiful animated short to...

Next Article
What I learned at ExactTarget’s Connections 2013
What I learned at ExactTarget’s Connections 2013

What a week! I just got back from ExactTarget’s Connections 2013 conference in Indianapolis- easily the big...