Steve Jobs Oldie but Goodie

Fred Burt
4 HN recommenders · recommended in 4 months, 2010–2012
YouTube
554K views · 17 years ago · talk · historical

A clip of Steve Jobs speaking in 1997 about Apple's brand, which HN people also link as the lead-in to the Think Different campaign. He talks about marketing values rather than products and why the brand had suffered from neglect.

HN people share it as Jobs explaining branding in his own words, selling values instead of products, and the thinking behind Apple's 1997 brand turnaround.

Brand strategy & advertisingLogos & visual identity
#stevejobs#branding#thinkdifferent#marketing#apple1997#brandstrategy

5 comments from Hacker News

k
@keiferski2011 · in “Steve Jobs on Marketing - Sell Values, not Products”
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@aditya2011 · in “Steve Jobs on Apple's brand strategy in 1997”
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@sz2010 · in “Steve Jobs explains branding”
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@karzeem2010 · in “Steve Jobs giving an in-house speech at Apple, circa 1997”
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@oasisbob2011 · in “Insights From Steve Jobs Keynote Circa 1997”
I don't know what to make of this exchange, but I found it fascinating. (Starts at 12:15) Audience member: "I think it's important that Apple be perceived as different, 'cuz if Apple says we're just like everybody else, but better that doesn't really say very much ..." Jobs: "I don't think it's good that Apple is perceived as being different, I think it's important that Apple is perceived as being much better. If being different is essential to doing that I think we have to do that ... I don't care about being different. Wouldn't you agree?" Audience member: "I agree, but I think Apple needs to articulate those difference better." Later(?) in 1997, Apple launched the Think Different campaign: ▶ this video "So we have to be really clear in what we want them to know about us. ... The Apple brand has seriously suffered from neglect. The way to do that is to not speak about speed ... it's not to talk about why we're better than Windows." I can't reconcile Jobs in these two videos. I'd like to think it shows a remarkable flexibility in opinion.
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