Dynamic Marketing Communiqué

Tips from the “Father of Evangelism Marketing”: Convert customers into brand champions and watch your business soar! [Monday: Marketing Marvels]

January 22, 2024

Miles Everson’s The Business Builder speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Hello there!

We hope you enjoyed your weekend.

Join us as we embark on a journey into marketing, with a particular emphasis on individuals who have truly mastered this “art.” In these articles, we delve into their experiences and valuable marketing insights.

Today, let’s focus on the “Father of Evangelism Marketing” and his impact on the field.

Continue reading to unveil the fascinating journey and profound wisdom of this figure.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

Driving organic growth and credibility for your brand is important to ensure sustainability in your marketing strategy. One way to achieve this is to harness the enthusiasm and loyalty of your customers and turn them into trusted spokespersons for your business. 

This strategy is called “advocacy or evangelism marketing.” Such a tactic creates passionate advocates who willingly promote a product or brand to their networks.

One notable marketing strategist popularized this form of marketing. He is considered the “Father of Evangelism Marketing” and has written several books on the topic. 

Who is this marketing visionary?      

Guy Kawasaki!

Photo from: Yourstory

Born in Hawaii on August 30, 1954, Kawasaki’s journey from the serene shores of Honolulu to the heart of Silicon Valley is marked by innovation and dedication. His influence in the marketing world, notably during his time at Apple in the early 1980s, laid the foundation for what we now know as “evangelism marketing.”

While at Apple, Kawasaki introduced a game-changing approach to marketing. He focused on helping the brand grow through word-of-mouth and authentic customer endorsements. As Kawasaki put it:

“Evangelism is selling a dream.”

Until today, this statement underscores the idea that successful marketing goes beyond transactional relationships; it’s also about inspiring people with a compelling narrative or dream associated with a brand or product.

So, how did Kawasaki’s evangelist approach make an impact?

Let’s explore the concrete and transformative applications of Kawasaki’s insights during his time as Apple’s Chief Evangelist. 

  1. Creating a Tight-Knit Community

Kawasaki understood the power of community-building. Under his guidance, Apple nurtured user groups and forums where Macintosh enthusiasts could connect, share experiences, and learn from one another. 

This approach helped transform Apple users into a tight-knit community, united by their passion for the brand and its products.

  1. The Macintosh Launch Event

Kawasaki played a pivotal role in the launch of the Macintosh computer in 1984. Instead of promoting just a piece of hardware or software, he sold a dream of empowerment and rebellion against the ordinary. 

The famous “1984” Super Bowl commercial directed by Ridley Scott teased the Macintosh as a revolutionary tool, and it epitomized the dream Kawasaki was selling.

  1. Storytelling as a Marketing Tool

Kawasaki’s evangelism approach included the art of storytelling. He recognized that people connect more easily with narratives rather than technical specifications. 

Apple’s marketing under his leadership focused on telling stories of how the Macintosh was changing lives, from graphic designers to educators. This storytelling strategy brought the dream of creativity and innovation to life.

  1. Empowering Users

Kawasaki’s evangelism marketing wasn’t about pushing products onto customers but empowering them. The Macintosh was marketed as a tool enabling users to unleash their creative potential. 

This approach resonated with artists, writers, and other professionals who saw the Macintosh as a means to pursue their passions.

  1. Iconic Advertising Campaigns

There are several iconic campaigns under Kawasaki’s time at Apple. First, the “Test Drive a Macintosh” campaign invited users to experience the Macintosh’s user-friendly interface hands-on, pioneering a revolutionary approach to product engagement. 

Another example is the  “Macintosh Office” campaign, which showcased the Macintosh’s potential for business and productivity, helping change how workplaces viewed personal computing. 

Next is the “PageMaker” campaign. This ad, developed in collaboration with Adobe, underscored Macintosh’s vital role in revolutionizing desktop publishing. 

These campaigns went beyond product promotion; they were ahead of their time, each contributing to Apple’s legacy of redefining norms and celebrating innovation.

Overall, Kawasaki’s evangelism approach to marketing not only defined Apple’s brand but also set a precedent for how companies can inspire and engage customers on a deeper level. In fact, this legacy continues to influence various marketing strategies today.

We hope you’re inspired by Kawasaki’s insights and success! 

Consider how you can apply these principles to your own business or brand. Build communities, tell compelling stories, and empower your customers. 

Remember: Marketing isn’t just about selling; it’s also about selling a dream and creating a movement.    

Your journey towards effective marketing begins now, and it starts with you!

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
Powered by Valens Research 

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