Steve Jobs Oldie but Goodie

Summary

In this compelling speech, Apple emphasizes the importance of values in marketing. The brand's core belief is that people with passion can change the world for the better. Apple’s 'Think Different' campaign honors those who challenge norms and push humanity forward. The speaker highlights the shift from traditional product advertising to celebrating the innovators who drive change. Apple’s focus is on its core values, which remain unchanged despite market shifts. The campaign underscores how being 'crazy enough' to think differently is the key to making an impact.

Takeaways

• 😀 Marketing is about values, not just products or features. In a noisy world, being clear about what a brand stands for is crucial.
• 😀 Apple is one of the most iconic brands in the world, but even great brands need constant attention to stay relevant.
• 😀 A great brand like Apple must focus on its core values and not just technical specs or comparisons to competitors.
• 😀 Successful marketing often doesn't talk about the product directly. Instead, it connects emotionally with customers, like Nike with athletes.
• 😀 Apple’s previous marketing efforts were not resonating, and the company needed a new direction to revive its brand identity.
• 😀 The key to Apple's marketing strategy is communicating its core belief: people with passion can change the world for the better.
• 😀 Apple's goal is to showcase the power of passion and how individuals can make a meaningful impact in the world.
• 😀 Apple’s core values remain unchanged despite a rapidly evolving market and product landscape.
• 😀 The new brand campaign is centered around the theme of 'Think Different,' celebrating the individuals who challenge norms and change the world.
• 😀 Apple's 'Think Different' campaign honors those who think outside the box and make a real impact, including both living and deceased individuals.
• 😀 The campaign message emphasizes that the 'crazy ones'—those who believe they can change the world—are the ones who do.

Q & A

What is Steve Jobs' core philosophy about marketing?

Steve Jobs believes that marketing is fundamentally about values. He emphasizes that in a noisy world, companies need to clearly communicate what they stand for to leave a lasting impression on consumers.

Why does Jobs compare Apple to other top brands like Nike, Disney, and Coke?

Jobs compares Apple to other top brands to emphasize that Apple is among the best in the world. Despite this, even great brands need constant care and investment to retain their relevance, which Apple had been neglecting in recent years.

What does Jobs think about discussing product specifications in marketing?

Jobs believes that talking about technical specifications like speeds, feeds, MIPS, or megahertz isn't effective marketing. He uses the example of the dairy industry's 'Got Milk' campaign, which succeeded by focusing on values and not the product itself.

What is the central theme of Nike's advertising, according to Jobs?

Jobs points out that Nike doesn't focus on the specifics of their product, such as shoe technology. Instead, Nike's ads honor great athletes and athletics, associating the brand with excellence and achievement, which transcends the product itself.

What was Apple's marketing situation before Jobs returned?

Before Jobs returned, Apple was struggling with its brand marketing. They had just fired their advertising agency and were planning a competition among other agencies, which Jobs chose to disrupt by hiring a new agency he had worked with in the past.

What was the core value Jobs identified for Apple during the development of their marketing campaign?

Jobs identified that Apple's core value is believing in people with passion to change the world for the better. This belief, according to him, is what Apple stands for and should be communicated to their customers.

What was the focus of Apple's new marketing campaign?

The new campaign, titled 'Think Different,' focuses on honoring individuals who have changed the world. It highlights people who are seen as 'crazy' or unconventional but are also the ones who drive progress and innovation.

What is the significance of the phrase 'Think Different' in Apple's marketing campaign?

'Think Different' is meant to honor those who challenge the status quo and believe in their ability to change the world. It aligns with Apple's philosophy of celebrating those who think outside the box and make an impact.

How does Jobs feel about the relationship between Apple's products and its brand identity?

Jobs believes that while Apple products are important, the core of Apple's brand identity is its values. Products may evolve, but the fundamental values, such as innovation and passion for positive change, remain constant.

What role does advertising play in Apple's branding strategy, according to Jobs?

Jobs acknowledges that Apple spends a significant amount on advertising, but he believes the company hasn't been effectively communicating its true essence in the past. The new marketing campaign was designed to more authentically reflect Apple's core values.