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.