Our Volvo SUV needs new brakes – and according to the nice mechanic Volvo is the only car brand without brake sensors, so you never know you need new brakes until you hear the grinding.  And I heard the grinding.  Conspiracy theorists point to Volvo’s intimate relationship with brake manufacturers as the reason behind this lack of sensor.  Today, I am one of those theorists.  I digress.

As the mechanic drives me home, while their brake vendor buys another bottle of Chateau Lafite-Rothschild, we drive by a Tesla distributorship.  A line extends out the door and around the building.  Ah yes, today is the day Tesla starts taking orders for the Model 3 that won’t come out for over a year.  There are other affordable electric cars made by well-respected manufacturers, but you don’t see lines forming to buy their products.  So why Tesla?  Why Apple, for that matter?

This is a classic branding case study.  Tesla and Apple represent far more than dependability and technology (arguably semi product-focused attributes).  Rather, these companies tap into an affirmation that the future is a good place, not scary.  One just needs to embrace it.  Since the future will also feature gas fluctuations and digital reliance, it’s best to align with visionary companies helping to create that future.  Tesla has led people to believe it has a better grasp of what the future holds.  Meaning, consumers believe Tesla’s products will better meet the realities of that future.  Tesla provides comfort and a sense of stability in an unknown future.

‘Visioning’ is another core tenet behind relevancy marketing and showcasing your expertise of where the category is going and why.  The more the market agrees with your perspective, the more they’ll believe the products and services you sell are well-positioned to take advantage of that future reality.  A growing belief in your perspective means you can charge more for your products — and even get them to lay down $5K as down-payment on a product you don’t have to deliver for over a year.  That is crazy powerful.

Visioning can be directly applied to B2B, though most don’t do it well.  Companies that lead the discussion define the future.  Those that do not are merely vendors within it.  Leaders set the rules.  Vendors abide by them.  There is plenty of time to sell product attributes, but the real power comes from selling a vision.

Embracing the future, and effectively communicating your vision within the market, creates brand advocacy and high returns.

And check your brakes!!!