Togzhan Yerzhankyzy | 05.10.2025
How Marketing Affects Business Success?
Marketing is defined as the process of identifying, anticipating, and satisfying consumer needs profitably. This vital business function includes advertising and other promotional strategies aimed at reaching consumers, other businesses, and organizations. Moreover, it helps the business to increase sales and stand out from a crowd, which is important due to the high competition among brands. Effective marketing has significantly increased sales for leading brands: Rhode (skincare brand) increased net revenue to $212 million in 2025, Nike's running division saw its quarterly revenue jump 20% thanks to new marketing campaigns, and Apple saw its total revenue rise 10% to $94 billion in 2025.
Marketing isn't always about sales. It's also about creativity. After all, it's the thing that gives individuality to the brand. Creative marketing makes a brand memorable, relatable, and aspirational. Nowadays, many brands are focusing on this very thing because customers like something unusual and unique. Rhode,Hailey Bieber’s skincare company, is a prime example of strong marketing and creativity. Despite the fact that it was a start-up business, it blew up the internet and gained popularity in a short time. They focused on minimalist design, social media virality, and the founder’s personal image as a style icon. Hailey Bieber did a collaboration with Krispy Kreme and sent lip gloss along with glazed donuts to other influencers. This method worked immediately and the product became popular on social networks like Instagram and TikTok.Using food, the product attracted the attention of many, and the brand continues to use this strategy with other products, which always work.As a result, Rhode achieved $212 million in net sales in 2025, demonstrating how creative marketing can drive business growth even for new entrants.
Product differentiation highlights unique qualities that set products apart from competitors. It allows companies to put a high price on a product. Instead of competing on low prices, the focus is on creating distinct features, superior quality, or a strong brand identity that persuades customers to pay more. Differentiation can be achieved by using high quality materials, technology,and customer service.
Apple is a well-known brand and people recognize it for its high-quality products, and people, knowing that it is an expensive brand, will still buy its products. It's all differentiation that makes the product valuable and necessary.Apple is distinguished by its minimalist product design, advanced technologies, and seamless integration of devices into a single ecosystem.Features like iCloud, AirDrop, and iMessage encourage customers to stay within the Apple environment, and turns love for a product to lifestyle choice. With customer trust, Apple can raise prices as much as necessary without fear of low sales.In 2023, Apple’s iPhone alone generated nearly $200 billion in revenue.
Celebrity endorsements is another powerful marketing strategy where a famous person publicly supports a product, brand, or service to leverage their fame and image to increase brand awareness, improve brand perception, and drive sales. Lately there have been a lot of brands that use this strategy. Nowadays people like to watch the lives of celebrities and it has become very easy to influence ordinary people.When a brand is associated with that celebrity, the admiration can transfer to the brand. If a well-respected athlete or artist uses a product, consumers believe the product must be reliable or high quality. One of the most famous examples is the partnership of Nike with basketball legend Michael Jordan. Micheal Jordan with Nike created the Air Jordan brand in the 1980s.This made ordinary basketball sneakers fashionable among people. And since Michelle Jordan is an inspiration and an idol for many, this collaboration immediately led to huge success.Brand alone generated $6.6 billion in annual revenue for Nike. And even after 40 years, Air Jordans still bring in a lot of income for the company.
In conclusion, through marketing, a business can grow into more than just a company; it can become a history with extensive experience. Creativity helps new brands break into competitive industries, differentiation allows companies to stand out and charge premium prices, and celebrity endorsements strengthen trust and inspire loyalty across generations.Marketing will come in handy especially now when everyone is trying to stand out. This was proven by companies such as Apple,Nike and Rhode.
Sources:
https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/05-28-2025-210536607
https://www.forbes.com/sites/gigizamora/2025/05/28/hailey-biebers-skin-care-firm-rhode-to-be-acquired-by-elf-beauty-in-1-billion-deal
https://investors.nike.com/investors/news-events-and-reports/investor-news/investor-news-details/2023/NIKE-Inc.-Reports-Fiscal-2023-Fourth-Quarter-and-Full-Year-Results/default.aspx
https://www.investing.com/academy/statistics/apple-facts/
Marketing isn't always about sales. It's also about creativity. After all, it's the thing that gives individuality to the brand. Creative marketing makes a brand memorable, relatable, and aspirational. Nowadays, many brands are focusing on this very thing because customers like something unusual and unique. Rhode,Hailey Bieber’s skincare company, is a prime example of strong marketing and creativity. Despite the fact that it was a start-up business, it blew up the internet and gained popularity in a short time. They focused on minimalist design, social media virality, and the founder’s personal image as a style icon. Hailey Bieber did a collaboration with Krispy Kreme and sent lip gloss along with glazed donuts to other influencers. This method worked immediately and the product became popular on social networks like Instagram and TikTok.Using food, the product attracted the attention of many, and the brand continues to use this strategy with other products, which always work.As a result, Rhode achieved $212 million in net sales in 2025, demonstrating how creative marketing can drive business growth even for new entrants.
Product differentiation highlights unique qualities that set products apart from competitors. It allows companies to put a high price on a product. Instead of competing on low prices, the focus is on creating distinct features, superior quality, or a strong brand identity that persuades customers to pay more. Differentiation can be achieved by using high quality materials, technology,and customer service.
Apple is a well-known brand and people recognize it for its high-quality products, and people, knowing that it is an expensive brand, will still buy its products. It's all differentiation that makes the product valuable and necessary.Apple is distinguished by its minimalist product design, advanced technologies, and seamless integration of devices into a single ecosystem.Features like iCloud, AirDrop, and iMessage encourage customers to stay within the Apple environment, and turns love for a product to lifestyle choice. With customer trust, Apple can raise prices as much as necessary without fear of low sales.In 2023, Apple’s iPhone alone generated nearly $200 billion in revenue.
Celebrity endorsements is another powerful marketing strategy where a famous person publicly supports a product, brand, or service to leverage their fame and image to increase brand awareness, improve brand perception, and drive sales. Lately there have been a lot of brands that use this strategy. Nowadays people like to watch the lives of celebrities and it has become very easy to influence ordinary people.When a brand is associated with that celebrity, the admiration can transfer to the brand. If a well-respected athlete or artist uses a product, consumers believe the product must be reliable or high quality. One of the most famous examples is the partnership of Nike with basketball legend Michael Jordan. Micheal Jordan with Nike created the Air Jordan brand in the 1980s.This made ordinary basketball sneakers fashionable among people. And since Michelle Jordan is an inspiration and an idol for many, this collaboration immediately led to huge success.Brand alone generated $6.6 billion in annual revenue for Nike. And even after 40 years, Air Jordans still bring in a lot of income for the company.
In conclusion, through marketing, a business can grow into more than just a company; it can become a history with extensive experience. Creativity helps new brands break into competitive industries, differentiation allows companies to stand out and charge premium prices, and celebrity endorsements strengthen trust and inspire loyalty across generations.Marketing will come in handy especially now when everyone is trying to stand out. This was proven by companies such as Apple,Nike and Rhode.
Sources:
https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/05-28-2025-210536607
https://www.forbes.com/sites/gigizamora/2025/05/28/hailey-biebers-skin-care-firm-rhode-to-be-acquired-by-elf-beauty-in-1-billion-deal
https://investors.nike.com/investors/news-events-and-reports/investor-news/investor-news-details/2023/NIKE-Inc.-Reports-Fiscal-2023-Fourth-Quarter-and-Full-Year-Results/default.aspx
https://www.investing.com/academy/statistics/apple-facts/
