Steve Jobs speech in 1997 when he returned to Apple. Marketing is About Values (THINK DIFFERENT AD).
Steve Job’s amazing marketing strategy!
"Think different." was an advertising slogan for Apple, Inc. (then Apple Computer, Inc.) in 1997 created by the Los Angeles office of advertising agency TBWA Chiat/Day. The slogan has been widely taken as a response to IBM's slogan "Think". It was used in a television commercial, several print advertisements, and a number of TV promos for Apple products.
This speech is also refered to as the "crazy ones speech" and the best marketing strategy ever described.
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Transcript of the Speech:
To me, marketing is about values. This is a very complicated world, It is a very noisy world, and we are not going to get a chance to get people to remember much about us, No company Is. So we have
to be really clear on what we want them to know about us. Now Apple is one of the half-dozen best brands in the world right up there with NIKE, DISNEY, COKE, SONY, It’s one of the greats of the greats
not just in this country (America) but all around the globe.
But, even a great brand needs investment and caring…………. if it’s going to retain its vitality and relevance, the Apple brand has really suffered 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 SPEED 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 try to convince you for 20 years that milk is good for you, it’s a lie but they tried anyway and the sales were falling and 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 shoe 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 REEBOKK’s AIR SOLES what does NIKE do in their advertising?
They honor great athletes, and they honor great athletics, that is who they are and that is what they are about, Apple spends a fortune on advertising, 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 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 professional) And we started working about 8 weeks
ago and the question we asked was “Our customers want to know who is Apple and what is it we stand for……..where do we fit in this world?”
What we are about isn’t making boxes for people to get their job done, although we do that well, we do that almost better than anybody in some cases, but Apple is about something more than that,
Apple at the core, its core value is that we believe people with passion can change the world for better, that is what we believe and we have had the opportunity to work with people like that……………and
we believe that in this world people can change it for the better, and THAT THOSE PEOPLE WHO ARE CRAZY ENOUGH TO THINK THEY CAN CHANGE THE WORLD FOR THE BETTER ARE THE ONES THAT
And so what we are going to do 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 total a 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 product 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 Apple believed in at its core are the same things Apple really stands for today and so we wanted to find a way to communicate this and what we have is something that I am very moved by, it
honors those people who have changed the world, some of them are living, some of them are not, the ones that aren’t as you will see, you will know, if they ever used a computer it would have been a
MAC and the Theme of the Campaign is “Think Different” it is honoring the people who think different and move this world forward and it is what we are about it touches the soul of this company.
Thank you for watching!