I just stumbled upon this old footage of Steve Jobs introducing Apple’s 1997 ‘Think Different’ campaign to a group of – I think – Apple staff (it certainly looks like an internal meeting, the great man’s wearing shorts.)
As ever, Jobs demonstrates that he is one of our age’s great communicators and marketers. He gets straight to the heart of the matter, telling his audience that marketing is all about communicating values to customers. In a “noisy” world, that’s the only way to make a meaningful impact. Don’t waste your time trying to tell the customer about your product or why it’s better than your competitors’ offering, just tell them what your brand stands for. That’s what they’re going to remember. That’s what’s going to have impact.
I couldn’t agree more.
You should watch the video in its entirely – it’s only about six minutes long – but the highlights for me were:
Marketing is about values.
It’s a very noisy world. We’re not going to get a chance to have them remember much about us. No company is. So we have to be really clear about what we want people to remember about us.
Even a great brand needs investment and caring if its going to retain its relevance and vitality.
The greatest jobs of marketing is Nike. They sell a commodity and yet when you think ‘Nike’, you feel something different than a shoe company.
Our customers want to know: who is Apple and what do we stand for?
We are not about making software to help people to do their jobs well (although we do that very well). No, our core value is that we believe that people with passion can change the world for the better.
Enjoy the video.