What Nike, Apple and Netflix Know About Advertising That Most Brands Don’t

Advertising can make or break a brand. Yet, many companies struggle to create campaigns that truly connect with their audience. Nike, Apple, and Netflix stand apart because they understand something fundamental about advertising that most brands miss. Their approach goes beyond selling products or services. Instead, they build emotional connections, tell compelling stories, and create experiences that resonate deeply with people.

This post explores what Nike, Apple and Netflix know about advertising that most brands don’t. By examining their strategies and examples, you’ll discover practical lessons to improve your own marketing efforts.

Nike running shoe on track, symbolizing performance and motivation

They Focus on Emotion, Not Just Features

Most brands advertise by listing product features or price advantages. Nike, Apple, and Netflix take a different route. They tap into emotions that drive human behavior. Nike’s campaigns inspire courage, determination, and achievement. Apple’s ads evoke creativity, simplicity, and belonging. Netflix connects through stories that entertain, challenge, and unite viewers.

For example, Nike’s “Just Do It” slogan is more than a catchphrase. It encourages people to push past fear and doubt. The brand’s ads often feature athletes overcoming obstacles, which motivates viewers to see themselves as capable and strong. This emotional appeal creates loyalty that lasts beyond a single purchase.

Apple’s advertising rarely focuses on technical specs. Instead, it highlights how products fit into people’s lives. The “Think Different” campaign celebrated innovators and dreamers, inviting customers to identify with those values. Apple’s clean, minimalist visuals also communicate ease and elegance, making technology feel accessible and personal.

Netflix uses storytelling as its core advertising tool. Trailers and promos emphasize characters and plotlines that spark curiosity and empathy. By showcasing diverse genres and voices, Netflix appeals to a wide range of emotions and interests. This approach builds anticipation and keeps subscribers engaged.

They Tell Stories That Connect

Storytelling is a powerful way to capture attention and make messages memorable. Nike, Apple, and Netflix excel at telling stories that connect with their audience’s identity and aspirations.

Nike’s ads often follow a narrative arc: challenge, struggle, and triumph. This structure mirrors the journey many people face in their own lives. For example, the “Dream Crazy” campaign featuring Colin Kaepernick told stories of athletes who defied odds and social expectations. This bold storytelling sparked conversation and reinforced Nike’s brand values.

Apple’s storytelling focuses on how technology empowers creativity and self-expression. The “Shot on iPhone” campaign shared real photos and videos from users worldwide, turning customers into storytellers. This not only demonstrated product quality but also created a community around shared experiences.

Netflix’s storytelling extends beyond its content to its advertising style. Trailers are crafted to tease plot twists and emotional moments without giving too much away. This builds suspense and encourages viewers to watch. Netflix also uses data to personalize recommendations, making each subscriber’s story unique.

They Create Experiences, Not Just Ads

What Nike, Apple and Netflix know about advertising is that people remember experiences more than messages. They invest in creating immersive, interactive, and memorable experiences that go beyond traditional ads.

Nike hosts events like running clubs and training sessions that bring their community together. These experiences reinforce the brand’s message of empowerment and fitness. The Nike app offers personalized coaching, turning a product into a lifestyle companion.

Apple’s retail stores are designed as experience centers, not just places to buy gadgets. Customers can try products, attend workshops, and get support in a welcoming environment. This hands-on experience builds trust and loyalty.

Netflix creates buzz through exclusive premieres, fan events, and social media engagement. They also experiment with interactive content, like “Bandersnatch,” which lets viewers choose story paths. These experiences deepen engagement and make the brand feel innovative and customer focused.

Apple store interior showing minimalist design and product interaction

They Use Consistent and Clear Brand Voice

Consistency in messaging helps build recognition and trust. Nike, Apple, and Netflix maintain a clear and consistent brand voice across all channels.

Nike’s voice is bold, motivational, and inclusive. Whether in commercials, social media, or packaging, the tone encourages action and confidence. This consistency makes the brand instantly recognizable.

Apple’s voice is simple, elegant, and focused on user benefits. Their ads use clear language and clean visuals that reflect the product’s design philosophy. This clarity helps customers understand the value without confusion.

Netflix’s voice is friendly, witty, and conversational. Their social media posts often use humor and pop culture references, making the brand approachable and relatable. This tone matches the entertainment experience they provide.

They Invest in Understanding Their Audience Deeply

What Nike, Apple and Netflix know about advertising is that deep audience understanding is essential. They use data, research, and feedback to tailor their campaigns and products.

Nike studies athletes and fitness enthusiasts to identify trends and needs. This insight shapes product development and marketing messages that resonate authentically.

Apple listens to customer feedback and observes how people use technology. This informs design choices and helps create intuitive products that solve real problems.

Netflix analyzes viewing habits and preferences to recommend content and create targeted ads. This data-driven approach improves customer satisfaction and retention.

Netflix streaming interface showing movie thumbnails

Applying These Lessons to Your Brand

You don’t need a huge budget to apply these principles. Here are practical steps inspired by what Nike, Apple and Netflix know about advertising:

• Focus on the emotions your product or service can evoke. Think beyond features to how it makes people feel.

• Tell stories that reflect your audience’s challenges and dreams. Use real examples or customer testimonials.

• Create experiences that engage customers physically or digitally. Host events, offer demos, or build interactive content.

• Maintain a consistent voice that matches your brand personality. Use it across all communication channels.

• Invest time in understanding your audience through surveys, analytics, and direct conversations.

  
  

By adopting these strategies, your advertising can become more meaningful and effective.