Okay, let me start with a cliché. IShowSpeed has taken Africa by storm. This is the opposite of Prince Akeem Joffer of Zamunda. This is Coming to Africa. Yeah, I know, Speed is no prince. But the boy is a prince of YouTube.
But why are people swarming the streets to see this guy, really? He is doing nothing unique. He is just walking around, being silly at times, doing things Africans in those countries do on a regular afternoon. What’s the deal here?
Simple answer. Perceived value. Speed has created value around his name. His channel and his streams are the real value he offers to the streaming audience. Beyond that, his association with his audience “chat” has created an intangible value that makes thousands follow him on the street.
He did not try to be MrBeast and chase expensive stunts. He chose to show up as himself with no polished script and Hollywood-style production. That decision created authenticity. I mean, imagine a 20-year-old American boy coming to Africa, jamming traffic like a state president, pulling thousands of people. Some screaming. Some crying, like they have seen a god.
The real value lies in the simple things he does. A guy walking around, buying food, talking to strangers becomes an event because people already know who he is and what to expect. The perceived value comes in the attention and presence. People want to be part of something happening now.
Brand positioning works the same way. Real value is what you make. Perceived value is what people feel. You shape it by being clear with your positioning and telling stories that resonate with your customers’ feelings. Positioning tells people what to think of your brand before they touch the product. That thought creates expectation. Expectation sets perceived value.
Strong positioning reduces comparison. If you stand for something specific, customers stop lining you up next to everyone else. That protects price and loyalty.
Apple transformed basic electronics into status symbols by emphasizing sleek design, ecosystem integration, and aspirational marketing. At the core, Apple sells electronics just like many other companies. Yet their brand positioning has created perceived value so huge, their products are indispensable despite a higher price.
Now, ask yourself these simple questions. What do you stand for? What everyday thing can you do in your own way?
IShowSpeed has painted a better picture. You do not need to act important. You need to be distinct. When people recognize you without explanation, perceived value rises.
Be you and do you consistently. That is the formula.
