These legendary campaigns—“Think Small,” “Get a Mac,” and “Just Do It”—are celebrated as marketing masterpieces. But what made them so effective? While their results are often highlighted, the core principles behind their success deserve just as much attention.
At Founderli, we believe that clear, compelling messaging is foundational to business success. Let’s break down the lessons from these campaigns to help you craft a brand statement that resonates with your audience and drives action.
Success Snapshot
- Think Small: Recognized as the “Top Ad Campaign of the Century,” this Volkswagen campaign redefined advertising. It didn’t just boost sales—it changed how brands connect with audiences.
- Get a Mac: Apple’s campaign led to a 39% increase in sales in a single fiscal year, proving the power of lifestyle-driven branding.
- Just Do It: Nike’s simple slogan transformed the brand, driving North American market share from 18% to 43% and boosting global sales to $9.2 billion over a decade.
But How Did They Do It?
All of these marketing efforts managed to reach the bedrock of their message. The singular idea that encapsulates their brand, product, vision, and purpose as a company.
And it is the simplest ideas that are the easiest to pass along to someone else.
All of these messages have a surprising number of things in common. Using this I’ve created a set of rules all the great marketing campaigns have followed.
The Core Rules of Iconic Campaigns
1. Minimal. Minimal. Minimal.
The most successful campaigns are clear, concise, and stripped of complexity.
It’s obvious that all of these statements are extremely simple — basic even!
Each message is clear, concise, not complicated, and to the point. And this is for good reason! Simpler messages appeal to a wider audience.
- Why It Works: Simpler messages resonate with broader audiences. They cut through the noise and are easier to remember.
- Actionable Tip: Start with your core idea. Can you explain it in 3 words or fewer? If not, refine it until you can.
2. Sell the Message, Not the Product
These campaigns sell an emotion, lifestyle, or vision—not just a product.
While ‘Get a Mac’ might have you thinking otherwise, Apple is famous for always selling lifestyle first. The entire concept of ‘Get a Mac’ stemmed from appealing to a younger, hipster audience! They sold the lifestyle, they sold the brand.
- Why It Works: Emotional connections are more powerful than functional benefits.
- Actionable Tip: Define the lifestyle or value your brand represents. Use this to frame your messaging.
3. Attention is the Game
Intrigue your audience by creating a message that invites curiosity and engagement.
All of these campaigns commanded attention without saying "Hey, hey look at me!".
Why? I believe the initial apparent lack of depth is shocking, as well as intriguing — your brain is asking for more. The message almost seems too simple. ‘Just do it’… “OK, and what?”
- Why It Works: The simplicity of statements like “Just Do It” sparks questions, keeping the audience engaged.
- Actionable Tip: Craft a statement that leaves room for interpretation, encouraging your audience to explore further.
4. Say More with Less
Monosyllabic, three-word max phrases pack a punch—think “Got Milk?” or “Share a Coke”
Something seemingly non-optional is being monosyllabic and using as few words as possible.
Even bringing in other famous examples; ‘Got milk?’, ‘Share a Coke’ — all of these campaigns use solely monosyllabic words with a maximum of three words used! Coincidence? I think not.
There is something incredibly beautiful about conveying a deep message using only one-syllable words. Sometimes being smart is by addressing the exact same message without the need for big words.
The simpler you can go, the better.
- Why It Works: Short phrases are easier to digest, remember, and share.
- Actionable Tip: Experiment with short, punchy phrases. Test them with your target audience for impact.
5. Be Transparent
Honesty and relatability build trust and loyalty.
Quite plainly, all of these messages are fully exposed, leaving nothing hidden. This makes the messages transparent (which consumers love) and relatable (which they love even more).
- Why It Works: Consumers are drawn to brands that feel authentic and approachable.
- Actionable Tip: Use simple, straightforward language in your messaging. Avoid overpromising or complicating your value proposition.
A Small Business Success Story
Think this approach is just for big brands? Think again. Blendtec, a small blender company, achieved viral success with the campaign “Will It Blend?” By adhering to these rules—minimalism, intrigue, and transparency—they turned a limited marketing budget into 19 million YouTube views and massive sales growth.
Key Takeaway for Small Businesses: A simple, powerful message doesn’t require a big budget. In fact, it’s an ideal strategy for smaller companies looking to maximize impact.
How to Apply These Lessons to Your Brand
At Founderli, we help startups and small businesses develop brand statements that cut through the noise. Here’s how you can start crafting your own iconic campaign:
- Distil Your Brand’s Core Message: Identify the singular idea that represents your business.
- Test Your Messaging: Share your message with friends, customers, or a focus group. Does it resonate?
- Refine and Launch: Simplify your message until it feels effortless, then incorporate it into all aspects of your branding.
With the right approach, your next campaign could become as memorable as “Just Do It.”
The Takeaway
Iconic campaigns succeed by being clear, compelling, and connected to their audience’s emotions. With these principles, any business—no matter the size—can create messaging that resonates.
Kieran Audsley
Founderli CEO, Founder
