Best marketing strategy ever! Steve Jobs Think different / Crazy ones speech (with real subtitles)

Summary

The 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

00:00

🌟 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.

05:02

🚀 '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.

Keywords

💡Marketing

Marketing is the process of promoting, selling, and distributing a product or service. In the video, it is highlighted as being about values rather than just the features of a product. The speaker emphasizes that in a noisy world, marketing must focus on what the company wants people to remember about its brand, as exemplified by Apple's strategy to communicate its core values.

💡Brand

A brand represents the identity and image of a company or product in the minds of consumers. The script mentions Apple as one of the best brands globally, alongside Nike, Disney, and Coca-Cola, indicating the importance of brand recognition and the emotional connection it creates with consumers.

💡Investment

Investment in the context of the video refers to the resources and effort put into maintaining and enhancing a brand's relevance and vitality. The speaker points out that even a great brand like Apple needs continuous investment in marketing to retain its appeal.

💡Relevance

Relevance signifies the importance or pertinence of something in a particular context. The video discusses how brands must remain relevant to their audience, which Apple's brand had suffered from neglect and needed to be revitalized.

💡Passion

Passion is a strong emotional connection or enthusiasm for a subject or activity. The speaker from Apple believes that people with passion have the power to change the world for the better, which is a core value that Apple wants to communicate through its marketing.

💡Core Values

Core values are the fundamental beliefs or principles that guide an organization's actions and decisions. The video emphasizes that Apple's core value is the belief in the power of passionate individuals to change the world, a message that Apple aims to convey in its marketing campaigns.

💡Differentiation

Differentiation is the process of making a product or service distinct from competitors. The script uses the example of Nike, which differentiates itself not by talking about the product features but by honoring great athletes and athletics, creating a unique brand identity.

💡Commodity

A commodity is a basic good that is interchangeable with other goods of the same type. The video mentions that Nike sells a commodity (shoes) but has managed to create a brand that evokes more than just the product, by focusing on the emotional connection with consumers.

💡Advertising

Advertising is a form of communication intended to persuade an audience to take some action with respect to products or ideas. The video discusses Apple's advertising strategy, which is not about the product's technical specifications but about the brand's core values and the people it represents.

💡Think Different

Think Different is a slogan used by Apple in its advertising campaign to celebrate the non-conformists and innovators who have the courage to change the world. The campaign's theme is to honor those who think differently and push the boundaries of what is possible.

💡Crazy Ones

Crazy Ones in the video refers to the misfits, rebels, and troublemakers who challenge the status quo and are not afraid to think differently. The script highlights that these individuals are the ones who have the potential to change the world, aligning with Apple's core value of believing in the power of passionate people.

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]