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.
Amanda Mackenzie of Aviva
Marketing Magazine has published its annual list of the 100 most powerful marketers in Britain and Chris Skinner over on the Financial Services Club’s Blog has already a great job of combing through it looking for financial marketers.
The list reflects the success of the marketer, rather than the firm, and the Top 10 looks like this:
- Phil Thomas at Reckitt Benckiser
- Gwyn Burr at Sainsbury
- Mark Lund at the Central Office of Information (UK Government)
- Rosin Donnelly at Procter & Gamble
- Jill McDonald at McDonalds
When I had a stab at defining marketing for the purpose of introducing this blog, I wrote about how good marketing “is about trying to make your sales force obsolete.”
Today I chanced upon a video of serial entrepreneur (and occasional resident of the BBC’s Dragon’s Den) Doug Richard presenting to his School for Startups about his take on the relationship between sales and marketing.
Guess what? We agree. (That’s a relief, I didn’t fancy contradicting one of the UK’s most high-profile and successful businessmen).
Video after the break.