Calligraphic Code | Tudor Munteanu

via minimalmac.com

Here is a piece of history. Steve Jobs circa 1997, in his prime and introducing the “Think Different” campaign, talking about branding and communicating the brand message.

One of my favourite parts is in the beginning:
“To me marketing is about values. This is a very complicated world, it’s a very noisy world. We’re not going to get a chance to get people to remember much about us, no company is. So we have to be very clear on what we want them to know about us.”

“One of greatest jobs of marketing that the universe has ever seen is Nike. Remember, Nike sold a commodity. They sell shoes and yet when you think of Nike, you feel something different than a shoes company. In their ads, if you know, they don’t even talk about the product. They don’t ever tell you about their airsoles and why they are better than Reebok’s airsoles.  What is Nike doing in advertising? They honor great athelets and they honor great athletics. That’s who they are and that’s what they are about. Apple spends a fortune on advertising, you’ve never known it.”

“Who is Apple and what is that we stand for? Where do we fit in this world? What we’re about isn’t making boxes for people to get their jobs done, although we do that well. “

The answer to these last questions can be found at the end of the video.

(check out his shorts. That’s a statement that he’s different. :) )

PS. Yes, I’m aware of the shameless arrogance, Apple promotion and marketing messages sprinkled in his talk.

(Source: youtube.com)