amazing marketing strategy – Steve Jobs

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Align:start to me marketing’s about values this is a to me marketing’s about values this is a to me marketing’s about values this is a very complicated world it’s a very noisy very complicated world it’s a very noisy very complicated world it’s a very noisy world and we’re not going to get a world and we’re not going to get a world and we’re not going to get a chance to get people to remember much chance to get people to remember much chance to get people to remember much about us no company is and so we have to about us no company is and so we have to about us no company is and so we have to be really clear on what we want them to be really clear on what we want them to be really clear on what we want them to know about us now Apple fortunately is know about us now Apple fortunately is know about us now Apple fortunately is one of the half-a-dozen best brands in one of the half-a-dozen best brands in one of the half-a-dozen best brands in the whole world right up there with Nike the whole world right up there with Nike the whole world right up there with Nike Disney Coke Sony it is one of the Disney Coke Sony it is one of the Disney Coke Sony it is one of the Great’s of the grapes not just in this Great’s of the grapes not just in this Great’s of the grapes not just in this country but all around the globe and but country but all around the globe and but country but all around the globe and but but even a great brand needs investment but even a great brand needs investment but even a great brand needs investment and caring if it’s going to retain its and caring if it’s going to retain its and caring if it’s going to retain its relevance and vitality and the Apple relevance and vitality and the Apple relevance and vitality and the Apple brand has clearly suffered from neglect brand has clearly suffered from neglect brand has clearly suffered from neglect in this area in the last few years and in this area in the last few years and in this area in the last few years and we need to bring it back the way to do we need to bring it back the way to do we need to bring it back the way to do that is not to talk about speeds and that is not to talk about speeds and that is not to talk about speeds and fees it’s not to talk about myths and fees it’s not to talk about myths and fees it’s not to talk about myths and magazines it’s not to talk about why magazines it’s not to talk about why magazines it’s not to talk about why you’re better than Windows the dairy you’re better than Windows the dairy you’re better than Windows the dairy industry tried for 20 years to convince industry tried for 20 years to convince industry tried for 20 years to convince you that milk was good for you it’s a you that milk was good for you it’s a you that milk was good for you it’s a lie but they try it anyway and the sales lie but they try it anyway and the sales lie but they try it anyway and the sales were going like this and then they tried were going like this and then they tried were going like this and then they tried got milk and the sales are going like got milk and the sales are going like got milk and the sales are going like this got milk the thing to talk about this got milk the thing to talk about this got milk the thing to talk about apartment but that focus is on the apartment but that focus is on the apartment but that focus is on the absence of the product but-but-but the best example of all and but-but-but the best example of all and but-but-but the best example of all and and one of the greatest jobs of of and one of the greatest jobs of of and one of the greatest jobs of of marketing and though if the universe has marketing and though if the universe has marketing and though if the universe has ever seen as Nike remember Nike sells a ever seen as Nike remember Nike sells a ever seen as Nike remember Nike sells a commodity they sell shoes and yet when commodity they sell shoes and yet when commodity they sell shoes and yet when you think of Nike you feel something you think of Nike you feel something you think of Nike you feel something different than a shoe company and their different than a shoe company and their different than a shoe company and their ads as you know they don’t ever talk ads as you know they don’t ever talk ads as you know they don’t ever talk about the product they don’t ever tell about the product they don’t ever tell about the product they don’t ever tell you about their soils and why they’re you about their soils and why they’re you about their soils and why they’re better than Reebok their souls better than Reebok their souls better than Reebok their souls where’s Nike doing their advertising where’s Nike doing their advertising where’s Nike doing their advertising they they honor great athletes and they they they honor great athletes and they they they honor great athletes and they honor great athletics that’s who they honor great athletics that’s who they honor great athletics that’s who they are that’s what they are about Apple are that’s what they are about Apple are that’s what they are about Apple spends a fortune on advertising you’d spends a fortune on advertising you’d spends a fortune on advertising you’d never know it you never know so when I never know it you never know so when I never know it you never know so when I got here we Apple just fired their got here we Apple just fired their got here we Apple just fired their agency we’re doing a competition with 23 agency we’re doing a competition with 23 agency we’re doing a competition with 23 agencies that you know for years agencies that you know for years agencies that you know for years remember pick one and we blew that up remember pick one and we blew that up remember pick one and we blew that up and we we hired Shaddai the ad agency and we we hired Shaddai the ad agency and we we hired Shaddai the ad agency that I was fortunate enough to work with that I was fortunate enough to work with that I was fortunate enough to work with years ago we created some award-winning years ago we created some award-winning years ago we created some award-winning work including the commercial voted the work including the commercial voted the work including the commercial voted the best dad ever made 1984 by advertising best dad ever made 1984 by advertising best dad ever made 1984 by advertising professionals and we started working professionals and we started working professionals and we started working about eight weeks ago and what we the about eight weeks ago and what we the about eight weeks ago and what we the question they asked was our customers question they asked was our customers question they asked was our customers want to know who is Apple and what is it want to know who is Apple and what is it want to know who is Apple and what is it that we stand for where do we fit in that we stand for where do we fit in that we stand for where do we fit in this world and what we’re about isn’t this world and what we’re about isn’t this world and what we’re about isn’t making boxes for people to get their job making boxes for people to get their job making boxes for people to get their job done although we do that well we do that done although we do that well we do that done although we do that well we do that better than almost anybody in some cases but apples about something more than but apples about something more than but apples about something more than that Apple at the core its core values that Apple at the core its core values that Apple at the core its core values is that we believe that people with is that we believe that people with is that we believe that people with passion can change the world for the passion can change the world for the passion can change the world for the better that’s what we believe and we’ve better that’s what we believe and we’ve better that’s what we believe and we’ve had the opportunity to work with people had the opportunity to work with people had the opportunity to work with people like that we’ve had an opportunity work like that we’ve had an opportunity work like that we’ve had an opportunity work with people like me with software with people like me with software with people like me with software developers with customers who have done developers with customers who have done developers with customers who have done it in some big in some small ways and we it in some big in some small ways and we it in some big in some small ways and we believe that in this world people can believe that in this world people can believe that in this world people can change it for the better and that those change it for the better and that those change it for the better and that those people that are crazy enough to think people that are crazy enough to think people that are crazy enough to think they can change the world are the ones they can change the world are the ones they can change the world are the ones that actually do and so what we’re going that actually do and so what we’re going that actually do and so what we’re going to do in our first brand marketing to do in our first brand marketing to do in our first brand marketing campaign in several years is to is to campaign in several years is to is to campaign in several years is to is to get back to that core value a lot of get back to that core value a lot of get back to that core value a lot of things have changed the markets a things have changed the markets a things have changed the markets a totally different place than it was a totally different place than it was a totally different place than it was a decade ago and apples totally different decade ago and apples totally different decade ago and apples totally different in Apple’s place in it it’s totally in Apple’s place in it it’s totally in Apple’s place in it it’s totally different and believe me the products different and believe me the products different and believe me the products and the distribution strategies in and the distribution strategies in and the distribution strategies in manufacturing are totally different and manufacturing are totally different and manufacturing are totally different and we understand that the values and core we understand that the values and core we understand that the values and core values those things shouldn’t change the values those things shouldn’t change the values those things shouldn’t change the things that Apple believed in at its things that Apple believed in at its things that Apple believed in at its core are the same things that Apple core are the same things that Apple core are the same things that Apple really stands for today and so we wanted really stands for today and so we wanted really stands for today and so we wanted to find a way to communicate this and what we have is something that I am I’m what we have is something that I am I’m what we have is something that I am I’m very moved by it honors those people who very moved by it honors those people who very moved by it honors those people who have changed the world have changed the world have changed the world some of them are living some of them are some of them are living some of them are some of them are living some of them are but the ones that aren’t as you’ll see but the ones that aren’t as you’ll see but the ones that aren’t as you’ll see you know [Music] [Music] [Music] and the theme of the campaign is think and the theme of the campaign is think and the theme of the campaign is think difference there’s the people honoring difference there’s the people honoring difference there’s the people honoring the people who think difference and who the people who think difference and who the people who think difference and who knew this world forward and it’s it is knew this world forward and it’s it is knew this world forward and it’s it is what we are about it touches the soil of what we are about it touches the soil of what we are about it touches the soil of this company so I’ve never had war with this company so I’ve never had war with this company so I’ve never had war with and I hope that you feel the same way and I hope that you feel the same way and I hope that you feel the same way about it I do years to the crazy ones about it I do years to the crazy ones about it I do years to the crazy ones The Misfits rebels troublemakers round The Misfits rebels troublemakers round The Misfits rebels troublemakers round pegs in the square holes pegs in the square holes pegs in the square holes once you see things once you see things once you see things they’re not found the rules and they they’re not found the rules and they they’re not found the rules and they have no respect in the status quo you have no respect in the status quo you have no respect in the status quo you can quote them disagree with them can quote them disagree with them can quote them disagree with them glorify or vilify them about the only glorify or vilify them about the only glorify or vilify them about the only thing you can’t do thing you can’t do thing you can’t do [Music] [Music] [Music] they change the human race forward they change the human race forward they change the human race forward and while some may see them as the crazy and while some may see them as the crazy and while some may see them as the crazy ones we see genius because the people ones we see genius because the people ones we see genius because the people who are crazy enough to think they can who are crazy enough to think they can who are crazy enough to think they can change the world change the world change the world [Music] [Music] [Music] you

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