Google “Apple.” Go ahead … do it!
One of the first things that comes up is the Apple website. If you click on it, you’ll find a slick, streamlined experience meant to inspire the user to feel powerful and full of life (and to sell electronics). On the home page you’ll find a video called “Parenthood.” Watch it. It’s a feel-good short film that paints the lives of everyday parents, and shows them conquering life’s biggest adventures with their iPhone. They don’t sell the product. They sell the experience the product gives you. And they do that by being authentic.