Published on Jan 30, 2014
Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one.
And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
COMMENTS • 624
J-Ryze3 years ago
This goes against 99% of marketing advice out there.
That’s why I’ve never studied 99% of marketers, I study Steve Jobs, Phil Knight, Walt Disney, etc. I study MLK, Gandhi, Buddha. I study Jesus & Jay-Z.
Preach on Steve.
Web Trainings Academy1 year ago
Amazing Inspirational Speech.
Lilliath2 years ago
What Nike basically does, is show you great athletes and slap its logo next to them, building a psychological link between those great athletes and their brand in people’s minds.
Apple saw that strategy and thought.. that’s pretty good, lets do the exact same thing, but with creativity. They take creative geniuses and slap their logo next to them to build the same psychological link as Nike did.
Smart move, but please don’t feed me bullshit about core values. Apple and Nike have the same core value. Make lots of money.
Melerence Blog2 years ago
He also was a genius somehow, so listen to him but don’t believe easily.
Great video if you are careful and smart enough… Thanks for sharing!
asdf1 year ago
After he died he changed his name to Stiff Jobs
Jim Woods2 years ago (edited)
The central problem lies in the fact that while we laud Apple products and Mr. Jobs no one hires such people. In fact we surround ourselves not with dissenters but those who are more like us. Dissenters are only welcomed after their ideas have achieved widespread support. As head of Gallup said, he doesn’t know executives who care about the trust level and emotions of employees. In reality they want the expectancy of the status quo to remain. HR would never approve such rebellious thinkers. Nor would management. because these people are the ones who will not tolerate, “My way or the highway” and “this is the way we have always done things around here. ” We can adore this video but it will change nothing in our personal lives and organizations. Because just like our Facebook friends and new hires they are those who don’t push excellence but talk about it.
Patel Vidhu2 years ago
Steve jobs was king of marketing and manufacturing perfect products.
otakukj2 years ago
Interesting thoughts and insights, I have to laugh a little at the irony though that apple says to “think different” and they honor people who are etc when jailbreaking to become different in the ios world is shunned upon. I think they should give a big shout to the jb community for all the ideas that they clearly stole/borrowed from the clever folks that actually implemented the ideas first. Apple was smart to hire a good team of marketers, no one can deny that.
Aryaman Goel10 months ago
Steve Jobs is a living legend
Natalie Van Veen1 year ago
One of my all time favorites, thanks so much for digging it up and sharing Evan :o)
Tatenda Sagomba1 year ago
So basically he took Nike’s strategy about great athletes and great athletics and made Apple about great people and great machines (Mac’s)?? Yeah?
Anna southee1 year ago (edited)
yeah #checkout (//\\//\\RFOLLOWERS  [email protected]/\/\) and get ton of real #likes #followers
Toon Explainers1 year ago
Very Creative, lovely video and powerful message
Synchronicity.co2 years ago (edited)
Jobs: The core of Apple, lol.
Marwa Emad1 year ago
I love him sooooooooooo much #BTA19
Gude Balm1 year ago
Pedro Palencia2 years ago