Steve Jobs Breaks Down a Four-Year Marketing Degree in 7 Minutes
Summary
TLDRIn this condensed marketing masterclass, Steve Jobs emphasizes the importance of values in marketing, highlighting Apple's mission to empower passionate individuals to change the world for the better. He critiques the company's previous marketing strategies and introduces a new campaign focused on 'Think Different,' honoring visionaries who defy norms and drive progress. The campaign aims to re-establish Apple's core values and brand identity, resonating with those who dare to innovate.
Takeaways
- đ Marketing is about values: Steve Jobs emphasizes that marketing is not just about the product, but about the values the company stands for in a complex and noisy world.
- đ Apple's brand strength: Apple is recognized as one of the top brands globally, alongside Nike, Disney, Coke, and Sony, which shows the importance of brand recognition.
- đ Neglect and revitalization: The Apple brand had suffered from neglect and needed to be revitalized with investment and care to retain its relevance and vitality.
- đŻ Focus on core values: Instead of focusing on product specifications, Jobs advocates for marketing that highlights the company's core values and what it wants people to remember about the brand.
- đ„ The 'Got Milk?' campaign: An example of effective marketing that focuses on the absence of the product, which led to a significant increase in sales.
- đ Nike's marketing strategy: Nike's successful marketing doesn't focus on the product but on honoring great athletes and athletics, creating an emotional connection with consumers.
- đĄ Apple's advertising approach: Apple's advertising should reflect its core values and not just its products, to resonate with customers on a deeper level.
- đ Redefining Apple's identity: Upon Jobs' return, Apple reassessed its identity and what it stood for in the world, moving beyond just being a provider of tools for job completion.
- đ Belief in passionate individuals: Apple's core belief is that passionate people can change the world for the better, a value that has been reflected in its partnerships and collaborations.
- đ 'Think Different' campaign: The campaign aimed to honor those who think differently and move the world forward, encapsulating Apple's core value and identity.
- đ„ Emotional impact of marketing: The 'Think Different' campaign was designed to touch the soul of the company and its audience, showing the power of emotional storytelling in marketing.
Q & A
What is the main theme of the video script?
-The main theme of the video script is the condensed wisdom of Steve Jobs on marketing, emphasizing the core values of Apple and the idea that passionate people can change the world for the better.
What does Steve Jobs suggest is the key to effective marketing?
-Steve Jobs suggests that effective marketing is about values and being clear on what you want people to know about your company, rather than focusing on product specifications or comparing with competitors.
How does Jobs describe Apple's brand status in the world?
-Jobs describes Apple as one of the best brands in the world, alongside Nike, Disney, Coke, and Sony, but also acknowledges that even a great brand needs continuous investment and caring to retain its relevance and vitality.
What marketing strategy did the dairy industry try to implement, and how did it affect sales?
-The dairy industry tried to convince consumers that milk was good for them for 20 years, which was a lie according to Jobs. However, when they switched to the 'Got Milk' campaign, sales increased significantly.
What is unique about Nike's marketing approach according to the script?
-Nike's marketing approach is unique because it focuses on honoring great athletes and athletics rather than talking about the products themselves, which creates a different emotional connection with consumers.
What was the state of Apple's advertising when Jobs returned to the company?
-When Jobs returned to Apple, the company had just fired their advertising agency and was in the process of a competition with 23 agencies to select a new one. Jobs disrupted this process and hired a different agency.
What question did Jobs ask to guide the new advertising campaign for Apple?
-Jobs asked the question, 'Who is Apple and what do we stand for? Where do we fit in this world?' to guide the new advertising campaign.
What is the core value that Jobs believes Apple represents?
-Jobs 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 first brand marketing campaign in several years, as mentioned in the script?
-The theme of Apple's first brand marketing campaign in several years is 'Think Different,' which honors people who think differently and move the world forward.
How does the 'Think Different' campaign aim to reflect Apple's core values?
-The 'Think Different' campaign aims to reflect Apple's core values by honoring individuals who have changed the world, emphasizing that those who are 'crazy enough' to think they can change the world are the ones who actually do.
What is Jobs' view on the importance of core values in a company's identity?
-Jobs believes that while many things can change in a company, such as the market, products, distribution strategy, and manufacturing, core values should remain constant as they are the essence of what the company stands for.
Outlines
đ The Essence of Marketing with Steve Jobs
This paragraph introduces a condensed marketing masterclass by Steve Jobs, emphasizing the importance of values in marketing. Jobs discusses how Apple, as one of the world's best brands, needs continuous investment and care to maintain its relevance. He criticizes the previous marketing approach that focused on technical specifications and instead advocates for a brand message that resonates emotionally with consumers, as exemplified by Nike's 'Got Milk?' campaign. The paragraph concludes with Jobs' vision for Apple's marketing strategy, which is to communicate the core belief that passionate individuals can change the world for the better.
đ Think Different: Honoring Change Makers
The second paragraph delves into Apple's new marketing campaign that aims to reconnect with its core values after significant changes in the market and the company itself. The campaign, titled 'Think Different,' pays tribute to individuals who have made a difference in the world, both living and deceased, with the underlying message that those who think differently are the ones who truly move the world forward. This campaign is described as deeply touching the soul of Apple and is presented as a way to communicate the company's enduring belief in the power of nonconformity and innovation.
Mindmap
Keywords
đĄGameChanger
đĄMaster Class
đĄValues
đĄBranding
đĄCore Value
đĄThink Different
đĄMarketing
đĄRelevance
đĄVisionary
đĄPassion
đĄDifferentiation
Highlights
Steve Jobs is the guide for a condensed marketing masterclass, condensing a four-year degree into 7 minutes.
Marketing is about values in a noisy world where people won't remember much about a company.
Apple is recognized as one of the best brands globally, alongside Nike, Disney, Coke, and Sony.
Even great brands require continuous investment and care to retain relevance and vitality.
The Apple brand had suffered from neglect and needs to be revitalized.
Marketing should focus on values, not on technical specifications.
The 'Got Milk?' campaign is an example of focusing on the absence of a product rather than its features.
Nike's marketing strategy is to honor great athletes and athletics, creating an emotional connection beyond the product.
Apple's advertising should reflect its core values and not just its products.
Apple's core value is the belief that passionate people can change the world for the better.
Apple aims to work with and honor those who think they can change the world.
Apple's first brand marketing campaign in years will focus on its core value of 'Think Different'.
The 'Think Different' campaign honors people who have changed the world, both living and deceased.
The campaign's theme is about honoring those who think differently and move the world forward.
Apple's marketing should touch the soul of the company and resonate with its core values.
The 'Crazy Ones' narrative describes individuals who see things differently and push the human race forward.
Apple identifies with the 'Crazy Ones' who are willing to change the world, viewing them as geniuses.
Transcripts
news to The Crazy
Ones The Misfits the
Rebels the
troublemakers round pegs in the square
holes today is an absolute GameChanger
because we're about to embark on a
journey that condenses a fouryear
marketing degree into just 7 minutes and
who's our guide through this accelerated
m Master Class none other than the
Visionary himself Steve
Jobs I know it sounds too good to be
true but stick with us but before we
dive in do yourself a favor hit that
subscribe button and join our community
of business ravers now without further
Ado let's jump into the condensed wisdom
of Steve Jobs buckle up hit subscribe
and let's get
started 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 Nipps 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 it's a
lie but they tried anyway and the sales
were going like this and then they tried
got milk and the sales have gone like
this got milk doesn't even talk about
the product my fact 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 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 products they don't ever tell
you about their air souls and why
they're better than Rebox air Souls what
is Nikey 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'd never know
it you'd never know it
so when I got here we Apple just fired
their agency they were doing a
competition with 23 agencies that you
know four years from now would have
picked one and we blew that up
and
we we hired shy the Ad Agency that I was
fortunate enough to work with years ago
we created some award-winning work
including the the commercial voted the
best ad ever made
1984 by advertising professionals and um
we started working about 8 weeks ago and
what we 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 strategy and the
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
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' ever used the computer it would
have been a
mac
and the theme of The Campaign is is
think
different is 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 going to go ahead and roll it uh and
I hope that you feel the same way about
it I
[Music]
do new's to The Crazy
Ones The Misfits the rebels
troublemakers round 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
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