Best marketing strategy ever! Steve Jobs Think different / Crazy ones speech (with real subtitles)
Summary
TLDRThe video script emphasizes the importance of marketing based on core values in a noisy world, highlighting Apple's position among the world's top brands. It discusses the need for investment and care to maintain brand relevance, and Apple's recent neglect in this area. The script advocates for marketing that focuses on values and inspiration, citing Nike's 'Just Do It' campaign as an example. Apple's new campaign, 'Think Different,' aims to honor those who dare to change the world, aligning with the company's belief in the power of passionate individuals to make a difference.
Takeaways
- 📢 Marketing is about conveying values in a noisy world where people can't remember much about a brand.
- 🌐 Apple is recognized as one of the top global brands alongside Nike, Disney, Coca-Cola, and Sony.
- 🛠 Even strong brands require ongoing investment and care to maintain their relevance and vitality.
- 🔄 Apple's brand has suffered from neglect and needs to be revitalized with a clear message.
- 🚫 Avoid focusing on technical specifications; instead, emphasize the brand's core values and what it stands for.
- 🥛 The dairy industry's 'Got Milk?' campaign is an example of successful marketing that focuses on the absence of the product, not the product itself.
- 🏃 Nike's marketing strategy is highlighted as exemplary, focusing on honoring great athletes and athletics rather than the product.
- 🎯 Apple's advertising should reflect its core belief that passionate people can change the world for the better.
- 💡 Apple's new marketing campaign aims to reconnect with its core value and communicate it effectively to the audience.
- 🌟 The campaign's theme 'Think Different' is designed to honor those who think differently and move the world forward.
- 🎥 The script concludes with a powerful message about the 'crazy ones' who are the ones that change the world, aligning with Apple's brand identity.
Q & A
What is the core idea of marketing according to the speaker?
-The speaker believes that marketing is about communicating values, especially in a noisy world where people can't remember much about a company, so it's crucial to be clear on what the company wants to be known for.
How does the speaker describe the Apple brand's position among global brands?
-The speaker places Apple among the top half a dozen best brands in the world, comparing it to Nike, Disney, Coke, and Sony, highlighting its global recognition and reputation.
What does the speaker identify as the issue with the Apple brand in recent years?
-The speaker identifies neglect as the issue with the Apple brand, suggesting that it has suffered from a lack of investment and caring, which are necessary to retain its relevance and vitality.
What is the speaker's view on the approach to marketing that focuses on product specifications?
-The speaker criticizes the approach that focuses on 'speeds and feeds' or product specifications, arguing that it's not effective and that successful marketing, like Nike's, focuses on values and emotions rather than the product itself.
What is the speaker's opinion on the effectiveness of the 'Got Milk' campaign?
-The speaker praises the 'Got Milk' campaign for its effectiveness, noting that it focused on the absence of the product rather than the product itself, which led to an increase in sales.
What does the speaker say about Nike's marketing strategy?
-The speaker admires Nike's marketing strategy for not talking about the product but instead honoring great athletes and athletics, which creates a different perception of the brand beyond just selling shoes.
What was the speaker's action regarding Apple's advertising agency?
-The speaker mentions that upon joining Apple, the company fired their existing agency and hired Chiat/Day, an ad agency the speaker had previously worked with and created award-winning work.
What was the main question the speaker wanted to address through Apple's new marketing campaign?
-The main question was to define who Apple is and what it stands for, and to understand where Apple fits in the world and what its core values are.
What is the core value that the speaker believes Apple represents?
-The speaker believes that Apple's core value is the belief that people with passion can change the world for the better.
What is the theme of Apple's new marketing campaign as described by the speaker?
-The theme of the new marketing campaign is 'Think Different,' which honors people who think differently and move the world forward.
How does the speaker describe the people who are featured in the 'Think Different' campaign?
-The speaker describes them as 'crazy ones,' misfits, rebels, and troublemakers who are not fond of rules and have no respect for the status quo, but are the ones who change the world.
Outlines
🌟 The Essence of Apple's Branding Philosophy
This paragraph discusses the importance of branding and the challenge of standing out in a noisy world. It emphasizes the need for clarity in what a company wants to be known for, using Apple as an example of a strong global brand alongside others like Nike, Disney, Coke, and Sony. The speaker acknowledges that even a great brand requires ongoing investment and care to maintain its relevance. Apple's brand has suffered from neglect, and the speaker outlines the strategy to revitalize it, focusing on core values rather than product specifications. The comparison is made to the dairy industry's 'Got Milk?' campaign and Nike's advertising, which honors athletes rather than talking about the product itself. The narrative culminates in the hiring of a new ad agency and the return to Apple's core belief in the power of passionate individuals to change the world.
🚀 'Think Different': Honoring World Changers
The second paragraph introduces the 'Think Different' campaign, which is designed to honor individuals who have made a significant impact on the world, both living and deceased, and who have used Apple's products. The campaign's theme is about celebrating those who think differently and challenge the status quo, often seen as misfits or rebels. These individuals are not fond of rules and have no respect for the status quo, and they are the ones who push the human race forward. The speaker expresses a deep emotional connection to the campaign and its message, which aligns with Apple's core values and aims to inspire and resonate with its audience.
Mindmap
Keywords
💡Marketing
💡Brand
💡Investment
💡Relevance
💡Passion
💡Core Values
💡Differentiation
💡Commodity
💡Advertising
💡Think Different
💡Crazy Ones
Highlights
Marketing is about conveying values in a noisy world where people won't remember much about a company.
Apple is one of the top global brands like Nike, Disney, Coke, and Sony, but even great brands need ongoing investment and care to retain relevance.
The Apple brand has suffered from neglect in recent years and needs to be revitalized.
Marketing should focus on values, not just product features like speeds and feeds.
The dairy industry's 'Got Milk' campaign successfully shifted focus from the product to the absence of the product.
Nike's marketing honors great athletes and athletics, creating an emotional connection beyond just selling shoes.
Apple's advertising often goes unnoticed, despite the large budget spent.
Apple hired Chiat\Day, the ad agency behind the iconic '1984' commercial, to reinvigorate its marketing.
The new marketing campaign aims to answer who Apple is and what it stands for in the current world.
Apple's core value is the belief that passionate people can change the world for the better.
The campaign will feature people who have made a significant impact on the world, both living and deceased.
The theme of the campaign is 'Think Different', honoring those who think differently and move the world forward.
The campaign touches the soul of Apple and its commitment to supporting those who dare to change the world.
The 'Think Different' campaign is a tribute to the misfits, rebels, and troublemakers who are often the ones to drive progress.
Apple believes that the people who are crazy enough to think they can change the world are the ones who actually do.
Transcripts
to me
marketing is about values
this is a very complicated world it's a
very noisy world
and
we're not going to get a chance
to get people to remember much about us
no company is
and so we have to be really clear on
what we want them to know about us
now apple
fortunately
is one of the half a dozen best brands
in the whole world right up there with
nike
disney coke sony
it is one of the greats of the greats
not just in this country but all around
the globe
and
but but but even a great brand needs
investment
and caring
if it's going to retain its relevance
and vitality and the apple brand has
clearly suffered from neglect in this
area in the last few years
and we need to bring it back
the way to do that
is not to talk about speeds and feeds
it's not to talk about nips and
megahertz it's not to talk about why
we're better than windows
the dairy industry tried for 20 years to
convince you that milk was good for you
to lie but they tried anyway and
the sales were going like this and then
they tried got milk and the sales are
going like this dot milk doesn't even
talk about the product that focuses on
the absence of the product
but
but but the best example of all and and
one of the greatest jobs of of marketing
in the universe has ever seen is nike
remember nike sells a commodity they
sell shoes
and yet when you think of nike
you feel something different than a shoe
company
in their ads as you know they don't ever
talk about the product they don't ever
tell you about their air souls and why
they're better than reebok's air souls
what does nike do in their advertising
they they honor great athletes and they
honor great athletics that's who they
are that's what they are about
apple spends a fortune on advertising
you never know it
you never know so
when i got here you
apple just fired their agency they were
doing a competition with 23 agencies
that you know four years from now we
picked one and we blew that up and
we
we hired chaite the ad agency that i was
fortunate enough to work with years ago
we created some award-winning work
including the commercial voted the best
ad ever made in 1984
by advertising professionals and
we started working about eight weeks ago
and what the question we asked was
our customers want to know who is apple
and what is it that we stand for
where do we fit in this world
and
what we're about
isn't making boxes for people to get
their jobs done although we do that well
we do that better than almost anybody
in some cases
but apple's about something more than
that
apple at the core
its core value
is that
we believe that people with passion can
change the world for the better that's
what we believe
and we've had the opportunity
to work with people like that we've had
an opportunity to work with people like
you with software developers with
customers who have done it in some big
and some small ways and we believe that
in this world people can change it for
the better
and that
those people that are crazy enough to
think they can change the world
are the ones that actually do
and so what we're going to do
in our first
brand
marketing
campaign
in several years
is to is to get back to that core value
a lot of things have changed
the market's a totally different place
than it was a decade ago
and apple's totally different and
apple's place in it is totally different
and believe me the products and the
distribution strategies manufacturing
are totally different and we understand
that
but values
and core values
those things shouldn't change
the things that apple believed in
at its core
are the same things that apple really
stands for today
and so
we wanted to find a way to communicate
this
and
what we have is something that
i am um
i'm very moved by
it honors
those people who have changed the world
some of them
are living
some of them are not
but the ones that aren't
as you'll see
you know
that if they've ever used the computer
it would have been a max
[Music]
and
the theme of the campaign is think
different
it's the people honoring the people who
think different and who move this world
forward
and it's
it is what we are about it touches the
soul of this company
so i'm gonna go ahead and roll it uh and
i hope that you feel the same way about
it i did
here's to the crazy ones
the misfits
rebels
[Music]
troublemakers around pegs in the square
holes
ones who see things differently
they're not fond of rules and they have
no respect for the status quo
you can quote them disagree with them
glorify or vilify them not the only
thing you can't do
is ignore them
because they change things
they push the human race
forward
and while some may see them
as the crazy ones
we see genius
because the people who are crazy enough
to think they can change the world
are the ones who do
[Music]
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