Inspiring: Steve Jobs on communicating core values using marketing

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.