Steve Jobs on Marketing and Values

PodiumVC

13 Sept 201807:40

Summary

TLDRThis script emphasizes the importance of marketing and brand values in a noisy world. It discusses the need for clarity in brand messaging, using Apple as an example of a globally recognized brand that requires ongoing investment to maintain its relevance. The speaker highlights the shift from technical jargon to emotional connection in advertising, drawing parallels with Nike's successful branding. Apple's core value is identified as the belief in the power of passionate individuals to change the world for the better. The script introduces a new marketing campaign with the theme 'Think Different,' aimed at honoring those who challenge the status quo and drive progress, reaffirming Apple's commitment to innovation and societal impact.

Takeaways

🌐 Marketing is about communicating a company's values in a noisy world where people won't remember much about a brand.
📈 Apple is recognized as one of the top global brands, alongside Nike, Disney, and Coke, but it still needs consistent investment and care to maintain its relevance.
🔍 The script emphasizes that the way to market effectively is not to focus on technical specifications but on the emotional connection and values a brand represents.
🥛 The 'Got Milk' campaign is cited as an example of successful marketing that focuses on the absence of a product to create desire.
👟 Nike's advertising strategy is highlighted as a model for how to evoke emotion and identity beyond just selling a commodity, by honoring great athletes and athletics.
💡 Apple's marketing at the time was criticized for not effectively communicating what the company stands for or its core values.
🎥 The speaker shares that they've hired a new ad agency to redefine Apple's brand messaging, focusing on the question of who Apple is and what it represents.
🌟 Apple's core value is the belief that passionate individuals can change the world for the better, a message that was central to their new marketing campaign.
🚀 The new campaign's theme is 'Think Different', aimed at honoring those who think differently and have moved the world forward.
📣 The speaker expresses confidence that the new campaign will effectively communicate Apple's identity and relevance in a changing world.

Q & A

What is the main focus of marketing according to the speaker?
-The main focus of marketing is to communicate the core values of a brand in a noisy world where people won't remember much about a company, so it's essential to be clear on what the company wants them to know.
Why does the speaker consider Apple as one of the best brands in the world?
-Apple is considered one of the best brands because it is right up there with globally recognized brands like Nike, Disney, and Coke, and it has maintained its relevance and vitality on a global scale.
What does the speaker believe has been neglected in Apple's brand management?
-The speaker believes that the Apple brand has suffered from neglect in terms of investment and caring to retain its relevance and vitality.
What marketing strategy does the speaker criticize in the context of Apple's advertising?
-The speaker criticizes the strategy of talking about 'speeds and feeds' or technical specifications, suggesting that it's not effective in creating an emotional connection with the audience.
How does the 'Got Milk' campaign relate to the speaker's point about marketing?
-The 'Got Milk' campaign is used as an example of successful marketing that focuses on the absence of the product, creating a memorable and impactful message rather than focusing on product metrics.
What does the speaker admire about Nike's marketing strategy?
-The speaker admires that Nike, despite selling a commodity, creates an emotional connection by honoring great athletes and athletics, rather than focusing on the product features.
Why did Apple decide to change its advertising agency as mentioned in the script?
-Apple decided to change its advertising agency to reinvigorate its brand marketing and reconnect with its core values, leading to the hiring of the ad agency Shaddai.
What is the core value of Apple that the speaker wants to emphasize in its marketing?
-The core value of Apple that the speaker wants to emphasize is the belief that people with passion can change the world for the better.
What is the theme of Apple's new brand marketing campaign as described in the script?
-The theme of Apple's new brand marketing campaign is 'Think Different,' which honors people who think differently and have moved the world forward.
How does the speaker feel about the new marketing campaign and its potential impact on Apple's brand image?
-The speaker is very moved by the new campaign and believes it will effectively communicate Apple's core values and relevance in the current world.
What does the speaker hope to achieve by not focusing on technical details in the new marketing campaign?
-By not focusing on technical details, the speaker hopes to let people know who Apple is and why it's still relevant, aiming to create an emotional connection that resonates with the audience.

Outlines

00:00

🌟 Branding and Marketing Philosophy

The speaker emphasizes the importance of marketing based on core values in a complex and noisy world. They highlight Apple's status as a top global brand alongside Nike, Disney, and Coke. Despite its strong brand, Apple needs continuous investment and care to maintain its relevance. The speaker criticizes the company's recent neglect in branding and suggests focusing on values rather than technical specifications. They use the 'Got Milk?' campaign as an example of successful marketing that doesn't directly talk about the product. The speaker shares their experience with Nike's advertising strategy, which honors great athletes and athletics, creating an emotional connection with the audience. Apple's advertising, in contrast, often fails to convey its core values. The speaker discusses a new marketing campaign that aims to reestablish Apple's brand identity by focusing on its core belief in the power of passionate individuals to change the world for the better.

05:03

🚀 'Think Different' Campaign

The speaker introduces Apple's 'Think Different' marketing campaign, which honors individuals who think differently and have the power to move the world forward. The campaign features both living and historical figures known for their creativity and impact. The speaker passionately presents the campaign's theme and its alignment with Apple's core values, emphasizing that the company stands for innovation and change. They acknowledge potential criticism for not focusing on product features but assert that the campaign's purpose is to communicate Apple's identity and relevance in the world. The speaker concludes with a powerful statement about the campaign's ability to define Apple's stance and its commitment to supporting those who dare to change the world.

Mindmap

Keywords

💡Marketing

Marketing is the process of promoting, selling, and distributing a product or service. It involves understanding the customer's needs and wants, creating value, and building strong customer relationships. In the video, marketing is discussed as a means to communicate the values and brand identity of Apple, emphasizing the importance of clarity and relevance in a noisy world.

💡Brand

A brand is a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers. The video highlights the significance of Apple as one of the world's best brands, alongside Nike, Disney, and Coke, and stresses the need for investment and care to maintain its relevance and vitality.

💡Relevance

Relevance refers to the quality of being connected or appropriate to the current situation or context. The video discusses the need for Apple to remain relevant in a rapidly changing world, suggesting that even strong brands must evolve to stay connected with their customers and the market.

💡Investment

Investment in the context of the video pertains to the resources, time, and effort put into maintaining and enhancing the brand's image and value. It is mentioned as a necessary action to prevent the neglect of the Apple brand and to ensure its continued success.

💡Core Values

Core values are the fundamental beliefs of a person or organization that guide its actions and decision-making. The video emphasizes Apple's core value of believing that people with passion can change the world for the better, which is central to the company's identity and marketing strategy.

💡Differentiation

Differentiation in marketing is the process of making a product or service stand out from its competitors. The video suggests that Apple should focus on its core values and what it stands for, rather than getting lost in technical specifications, to differentiate itself in the market.

💡Passion

Passion in the video is depicted as a driving force that motivates individuals to change the world. It is a central theme that Apple associates with its brand, suggesting that the company's products are tools for those who are passionate about making a difference.

💡Think Different

Think Different is a slogan used in Apple's advertising campaign to celebrate non-conformity, originality, and creativity. It is the theme of the campaign discussed in the video, which aims to honor people who think differently and have the courage to change the world.

💡Advertising

Advertising is a form of communication intended to persuade an audience to take some action with respect to products, ideas, or services. The video discusses the role of advertising in shaping the public's perception of Apple and the importance of aligning it with the company's core values.

💡Competition

Competition in the video refers to the contest between different companies or agencies to provide the best service or product. Apple's decision to hire a new ad agency, Shaddai, after a competition with 23 agencies, illustrates the company's commitment to finding the best partner to communicate its brand effectively.

💡Strategy

Strategy in the video pertains to the plan and direction Apple is taking to communicate its brand values and identity. The discussion about the company's approach to marketing and advertising reflects a strategic decision to focus on the emotional and inspirational aspects of the brand rather than just the product features.

Highlights

Marketing is about values in a noisy world where people won't remember much about a company.

Apple is one of the best brands globally, alongside Nike, Disney, Coke, and Sony.

Even a great brand like Apple needs investment and care to retain its relevance.

Apple's brand has suffered from neglect, and there's a need to bring it back to its core values.

The best marketing doesn't talk about product specifications but about what the brand stands for.

Nike's marketing strategy is an excellent example of focusing on the brand's values rather than the product.

Apple's advertising should reflect what the company stands for, not just its products.

Apple's core value is the belief that passionate people can change the world for the better.

Apple has worked with passionate individuals who have made a difference in the world.

The new marketing campaign aims to get back to Apple's core value of thinking differently.

The 'Think Different' campaign honors those who have changed the world and aligns with Apple's values.

The campaign features people who think differently and have moved the world forward.

Apple's marketing should communicate its core values and why it's still relevant in today's world.

The 'Think Different' campaign is a bold statement of Apple's identity and values.

The campaign is expected to do a good job of letting people know who Apple is and why it matters.