Steve Jobs’ amazing marketing strategy

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.

Add Comment
  • 1 Answer(s)

    hermes belt

    golden goose mid star

    kd 11

    adidas flux

    ferragamo sale

    cheap nfl jerseys

    adidas stan smith men

    jimmy choo

    goyard

    yeezy 500

    kobe 11

    yeezy shoes

    nike react

    nike air max 90

    hogan outlet

    kobe shoes

    moncler

    nike shox

    hermes handbags

    nhl jerseys

    adidas yeezy boost

    timberland outlet

    nike roshe one

    michael kors outlet

    jordan shoes

    pandora bracelet

    birkin bag

    jordan retro

    air max

    kobe 9

    longchamp

    nike shoes

    yeezy 700

    foamposites

    nike react

    adidas stan smith women

    air max 90

    converse outlet

    adidas iniki runner

    yeezy boost

    mbt shoes sale

    nike lebron 16

    golden goose slide

    nmd r1

    huarache shoes

    timberland shoes

    coach outlet

    golden goose starter

    yeezy boost 350

    air max 2019

    crazy explosive

    jordan retro

    ralph lauren uk

    michael kors outlet online

    jordans

    michael kors outlet online

    lacoste polo

    adidas tubular x

    yeezy boost 350

    nike epic react flyknit

    balenciaga triple s

    nike flyknit trainer

    kobe byrant shoes

    off white hoodie

    converse shoes

    nike air max shoes

    nike huarache

    huaraches

    iniki

    james harden shoes

    zx flux

    nike air max

    longchamp handbags

    lebron shoes

    coach outlet

    pure boost

    rolex replica

    off white hoodie

    off-white

    nike epic react flyknit

    fila

    kd shoes

    balenciaga speed

    curry 5

    lebron james shoes

    russell westbrook shoes

    goyard tote

    kd 11 shoes

    yeezy

    jordan shoes

    irving shoes

    fitflops sale clearance

    jordan shoes

    fila online shop

    mlb jerseys

    vans outlet

    hermes birkin bag

    adidas superstar

    michael kors outlet

    lebron 14

    adidas iniki

    longchamp bags

    tory burch outlet

    golden goose

    lebron shoes

    adidas nmd

    hyperdunks

    jordan 12

    adidas stan smith

    huarache shoes

    jordan 13

    nike shox outlet

    adidas eqt support adv

    lacoste polo

    golden goose sneakers

    michael kors outlet online

    vans shoes

    yeezy boost 350 v2

    calvin klein underwear

    yeezy 500 blush

    goyard handbags

    kyrie irving shoes

    yeezy boost 350 v2

    longchamp

    chrome hearts store

    balenciaga shoes

    yeezy shoes

    michael kors outlet

    longchamps

    kobe byrant shoes

    longchamp handbags

    adidas ultra boost

    hogan outlet online

    nike lebron 15

    yeezy wave runner 700

    balenciaga sneakers

    lacoste polo

    links of london sale

    coach outlet

    lebron 15

    rolex replica watches

    ultra boost

    nike air force 1 low

    michael kors factory outlet

    coach bags sale

    yeezys

    kobe 9

    asics sneakers

    vapormax

    nfl jerseys

    yeezy

    yeezy boost 350

    lebron 16

    michael kors handbags

    lebron 13

    fila

    balenciaga speed

    yeezy shoes

    nike air force 1 high

    yeezy shoes

    pg 1

    ultra boost 3.0

    custom baseball jerseys

    air jordan 6

    kate spade handbags

    curry 4

    bape hoodie

    hermes birkin

    golden goose

    lacoste online shop

    off-white

    nba jerseys

    nike jordans

    kate spade outlet

    yeezy shoes

    adidas tubular

    bape hoodie

    michael kors sale

    goyard bags

    michael kors outlet

    michael kors outlet

    nike shox for women

    nike hyperdunk

    nike sneakers

    goyard handbags

    golden goose

    jordan 11

    coach outlet store

    jordan shoes

    adidas nmd r1

    adidas stan smith

    replica rolex

    nike flyknit

    adidas superstar shoes

    kevin durant shoes

    salvatore ferragamo belt

    nike huarache

    cheap jordans

    outlet golden goose

    gucci belts

    lacoste polo shirts

    nike air max

    mbt shoes

    caterpillar boots

    caterpillar shoes

    michael kors handbags

    puma fenty

    louboutin shoes

    michael kors purses

    yeezys

    kobe 11

    yeezy boost

    golden goose sale

    yeezy boost

    chrome hearts outlet

    adidas gazelle

    fila shoes

    coach factory outlet

    michael kors handbags sale

    hermes outlet online

    lacoste outlet

    hermes belts

    nike outlet

    goyard handbags

    kyrie 4

    golden goose sneakers

    canada goose

    red bottom shoes

    fila shoes

    golden goose

    jordan 6

    adidas yeezy boost

    birkin bag

    cheapjordans

    kobe basketball shoes

    pureboost

    cheap mlb jerseys

    coach factory outlet

    adidas gazelle sale

    nike air max

    nike air max 2017

    canada goose jacket

    polo ralph lauren

    air max

    supreme hoodie

    balenciaga sneakers

    yeezys

    reebok outlet

    coach outlet online

    lebron james shoes

    moncler outlet

    ysl handbags

    golden goose shoes

    adidas shoes online

    moncler jackets

    adidas yeezy

    calvin klein outlet

    curry shoes

    michael kors outlet store

    adidas yeezy

    yeezy boost 350 v2

    air jordans

    yeezy boost 350

    adidas yeezy

    bape clothing

    nike air max 2018

    lacoste polo shirts

    yeezy boost 350

    adidas nmd

    cheap jordan shoes

    michael kors outlet online

    off white clothing

    paul george shoes

    coach outlet store

    nike cortez women

    yeezy

    yeezy 500

    adidas store

    adidas outlet

    ferragamo belt

    air jordan

    goyard handbags

    nike roshe

    kobe sneakers

    jordan retro 13

    fila disruptor 2

    jordan retro

    fila outlet

    lebron 16 shoes

    kevin durant shoes

    nike air max 2019

    ferragamo belt

    nmd

    goyard outlet

    jordan 1 off white

    hermes bag

    jordans

    asics shoes

    nike air force 1

    air jordan 12

    yeezy sneakers

    air jordan 11

    hermes birkin

    fake rolex

    air jordan shoes

    goyard

    adidas tubular

    balenciaga shoes

    adidas pure boost

    links of london

    kd shoes

    hermes handbags

    jordan 4

    rolex replica

    hermes handbags tote bag

    michael kors outlet

    hermes belt

    golden goose outlet

    moncler

    retro jordans

    goyard online

    adidas eqt

    off white jordan 1

    cheap jordans

    longchamp bags

    lebron 16

    michael kors

    yeezy boost 350 v2

    cheap nfl jerseys china

    kd 10

    off white jordan 1

    adidas stan smith uk

    chrome hearts outlet

    adidas ultra boost

    hermes birkin

    chrome hearts online

    air max 2017

    mbt shoes online

    fitflops sale

    air max

    adidas yeezy

    nike polo

    chrome hearts

    nike basketball shoes

    adidas nmd

    coach outlet handbags

    kobe shoes

    michael kors outlet

    off white shoes

    harden shoes

    cheap jordans

    jimmy choo shoes

    nike cortez

    michael kors

    yeezy boost 350

    adidas shoes for men

    pandora charms

    nike air vapormax

    moncler

    balenciaga

    michael kors handbags

    golden goose

    goyard wallet

    adidas yeezy

    golden goose superstar

    nike react flyknit

    louboutin shoes

    golden goose sneakers

    lebron 16

    coach outlet store

    hermes handbags

    kyrie 3

    red bottom shoes for women

    fila disruptor

    longchamp handbags

    michael kors

    air max 2018

    yeezy

    off white

    air max 270

    adidas yeezy

    yeezy shoes

    jordan shoes

    hermes

    yeezy boost

    longchamp

    off white nike

    nike air force

    christian louboutin shoes

    tory burch handbags

    goyard bag sale

    fenty puma

    nmd

    curry 5

    michael kors factory outlet

    gucci belt

    moncler sale

    hermes belt

    off white jordan 1

    golden goose francy

    michael kors outlet handbags

    yeezy

    moncler jackets

    hermes belts

    golden goose

    curry 4

    valentino

    coach outlet stores

    adidas shoes

    supreme clothing

    kd 11

    valentino shoes

    golden goose sneakers

    fila shoes

    yeezy boost 350 v2

    stephen curry shoes

    cheap basketball shoes

    tory burch

    cheap nba jerseys

    yeezy boost 350 v2

    adidas shoes for women

    chrome hearts

    authentic jordans

    adidas ultra boost 3.0

    Answered on November 29, 2018.
    Add Comment

    Your Answer

    By posting your answer, you agree to the privacy policy and terms of service.