Marketing Strategies: The REAL GENIUS of Steve Jobs
Summary
TLDRSteve Jobs unveils Apple's new brand marketing campaign after years of neglecting marketing. He argues marketing is about clearly communicating a company's core values, not product speeds and specifications. He points to iconic campaigns like Nike's 'Just Do It' and the famous '1984' ad as inspirations. The new Apple campaign honors 'The Crazy Ones' - the nonconformists and troublemakers who push humanity forward by thinking differently. The ad suggests that while Apple makes great technology, their core belief is that passionate people can change the world for the better.
Takeaways
- 😀 Apple's brand has suffered from neglect recently and needs revitalization
- 👨💻 Marketing is about clearly conveying what a company stands for, not product specs
- 📈 Great marketingexamples are Got Milk? and Nike's focus on athletes over products
- 🍎 Apple spent a fortune on ads but failed to effectively communicate what they stand for
- 🤝 Apple's new agency will refocus efforts on Apple's core value of passionate people changing the world
- 🌟 The 1984 Macintosh ad is considered one of the best ads ever made
- ⏳ While Apple has changed over the past decade, their core values remain the same
- 💡 The new campaign, Think Different, will honor people who changed the world, someusing Macs
- 🎶 The campaign aims to touch the soul of Apple and what they have always stood for
- 😎 The people who think differently are the ones who push the human race forward
Q & A
What does the speaker say is the main thing that marketing should focus on?
-The speaker says marketing should focus on a company's values and what they want customers to know about them, not technical details about products.
What examples does the speaker give of great brands?
-The speaker cites Apple, Nike, Disney, Coca-Cola, and Sony as examples of some of the world's greatest brands.
How does the speaker say Apple's brand has suffered recently?
-The speaker says Apple's brand has suffered from neglect in areas like marketing investment and brand caring in recent years.
What dairy industry marketing example does the speaker give?
-The speaker discusses the famous "Got Milk?" campaign, which dramatically increased milk sales by focusing on the absence of milk rather than technical details about milk.
How does the speaker describe Nike's marketing approach?
-The speaker says Nike honors great athletes and athletics in their ads instead of talking about product details, focusing on the emotions and values Nike is associated with.
What recent change did Apple make regarding their advertising agency?
-The speaker says when he arrived at Apple, they had just fired their previous agency and were running a competition to select a new one, which he cancelled in favor of rehiring Chiat/Day agency.
What Apple ad is considered one of the great ads of all time?
-The speaker says Apple's iconic 1984 Macintosh commercial, which introduced the Macintosh computer, is considered one of the greatest ads ever made.
What core value does the speaker say is at the heart of Apple?
-The speaker says the core value at Apple's heart is the belief that people with passion can change the world for the better.
Who is the target audience for the Think Different ad campaign?
-The speaker says the Think Different campaign honors the crazy ones, the misfits and rebels who change the world by thinking differently.
What is the speaker's emotional reaction to the Think Different ad?
-The speaker says he is very moved by the Think Different ad because it touches the soul of Apple and honors the company's core values.
Outlines
😊 Apple's branding and marketing strategy
The first paragraph discusses Apple's branding and marketing strategy. It talks about how Apple is one of the top global brands, but its brand has suffered from neglect recently. The speaker says Apple needs to clearly communicate its core values and what it stands for in its marketing. Rather than focusing on product specs, Apple should connect with customers emotionally by honoring great athletes and innovations, like Nike does.
👍 Unveiling Apple's iconic brand campaign: Think Different
The second paragraph reveals that Apple is launching a new brand campaign called "Think Different" after hiring an ad agency. The speaker gets emotional talking about the campaign, which honors innovators and "crazy ones" who have changed the world. It embodies Apple's core value that passionate people can change the world for the better. The speaker hopes it resonates deeply and says it honors not only living innovators but also late ones, who would have used Macs.
Mindmap
Keywords
💡values
💡brand
💡marketing
💡change the world
💡think different
💡passion
💡the crazy ones
💡genius
💡inspiration
💡human race
Highlights
Marketing is about values in a complicated, noisy world
Even great brands like Apple need investment and caring to retain relevance
Don't market by specs, but by feeling and absence, like Got Milk
Nike honors athletes and athletics in ads, not products
Apple has neglected its brand marketing in recent years
Hired ad agency TBWA/Chiat/Day for new Apple campaign
New ad campaign gets back to Apple's core value - people with passion can change the world
Believe people who think differently and are crazy enough can change the world
Apple's first brand marketing campaign in years honors The Crazy Ones who changed the world
Campaign theme is Think Different, honoring innovative people
Apple still believes what it believed at its core when starting
New ads emotionally resonate and touch the soul of Apple
Here's to The Crazy Ones ad beautifully captures innovators and change makers
Ad honors genius who push the human race forward by thinking differently
The people crazy enough to think they can change the world are the ones who 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 Koke 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 it's a 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 got milk doesn't
even talk about the product matter 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 and their
ads is 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
not 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'd never know
it you'd never know it
so when I got here we Apple just fired
their agency we were doing a competition
with 23 agencies that you know four
years from now would 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 V of the
best ad ever made
1984 by advertising professionals and um
we started working about eight 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 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 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 but if
they ever used a computer it would have
been a
[Music]
mac
and the theme of The Campaign is is
think
different is the people honoring the
people who think differ 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
do Here's To The Crazy Ones
The Misfits the
Rebels the
troublemakers the 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
[Music]
genius because the people who are crazy
enough to think they can change the
world are the ones who
[Music]
do
f
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