I don’t mean for this to sound like an advertisement. But I’ll tell ya, this might sound pretty close. I suppose when you are in love with something, you want to let it be known. It’s a pleasure to share it with everyone else.
My latest pleasure is Audible.
You see, I live a really busy life. In that hubbub, I’ve lost time indulging in my favorite pastime of all — reading books. As a young guy, you would never find me without a copy of something by my side. But as life progressed and my table has become more and more full, the chance for those relaxing moments happens less often.
But since I’ve been using Audible, I’ve listened to six books in two months. I just re-read Dune, listened to John Krakauer’s Missoula and I have intentions on finally listening to The Alchemist.
Audible (now owned by Amazon) is a brand that fulfills a unique need that few others have. Without much competition, save for OverDrive (a public library-based audiobook and eBook site), Audible has a need-based position locked up. (In addition, most of the audiobooks on iTunes are from Audible.)
Audible is unique, need-fulfilling brand.
The great French general Napoleon based many of his strategies on the beliefs of human tendencies. To paraphrase within the context of branding, with careful planning and insight, you may in fact find an ally and advantage in the market leader. Brand messaging is often overlooked. Napoleon taught us that our advantage often lies in an understanding of human nature.
Audible understands human beings like me by aligning itself with a belief that learning is still important – even if we don’t have time for it. May I add, it helps that most of the books are read by actors too. (Others are sometimes read by the authors themselves.) That takes the already high level of enjoyment up a few more notches.
But enough of my yapping. I need to get back to listening.