to me marketing’s about values this is a very complicated world it’s a very noisy
very complicated world it’s a very noisy
very complicated world it’s a very noisy world and we’re not going to get a
world and we’re not going to get a
world and we’re not going to get a chance to get people to remember much
chance to get people to remember much
chance to get people to remember much about us no company is and so we have to
about us no company is and so we have to
about us no company is and so we have to be really clear on what we want them to
be really clear on what we want them to
be really clear on what we want them to know about us now Apple fortunately is
know about us now Apple fortunately is
know about us now Apple fortunately is one of the half-a-dozen best brands in
one of the half-a-dozen best brands in
one of the half-a-dozen best brands in the whole world right up there with Nike
the whole world right up there with Nike
the whole world right up there with Nike Disney Coke Sony it is one of the
Disney Coke Sony it is one of the
Disney Coke Sony it is one of the Great’s of the grapes not just in this
Great’s of the grapes not just in this
Great’s of the grapes not just in this country but all around the globe and but
country but all around the globe and but
country but all around the globe and but but even a great brand needs investment
but even a great brand needs investment
but even a great brand needs investment and caring if it’s going to retain its
and caring if it’s going to retain its
and caring if it’s going to retain its relevance and vitality and the Apple
relevance and vitality and the Apple
relevance and vitality and the Apple brand has clearly suffered from neglect
brand has clearly suffered from neglect
brand has clearly suffered from neglect in this area in the last few years and
in this area in the last few years and
in this area in the last few years and we need to bring it back the way to do
we need to bring it back the way to do
we need to bring it back the way to do that is not to talk about speeds and
that is not to talk about speeds and
that is not to talk about speeds and fees it’s not to talk about myths and
fees it’s not to talk about myths and
fees it’s not to talk about myths and magazines it’s not to talk about why
magazines it’s not to talk about why
magazines it’s not to talk about why you’re better than Windows the dairy
you’re better than Windows the dairy
you’re better than Windows the dairy industry tried for 20 years to convince
industry tried for 20 years to convince
industry tried for 20 years to convince you that milk was good for you it’s a
you that milk was good for you it’s a
you that milk was good for you it’s a lie but they try it anyway and the sales
lie but they try it anyway and the sales
lie but they try it anyway and the sales were going like this and then they tried
were going like this and then they tried
were going like this and then they tried got milk and the sales are going like
got milk and the sales are going like
got milk and the sales are going like this got milk the thing to talk about
this got milk the thing to talk about
this got milk the thing to talk about apartment but that focus is on the
apartment but that focus is on the
apartment but that focus is on the absence of the product
but-but-but the best example of all and
but-but-but the best example of all and and one of the greatest jobs of of
and one of the greatest jobs of of
and one of the greatest jobs of of marketing and though if the universe has
marketing and though if the universe has
marketing and though if the universe has ever seen as Nike remember Nike sells a
ever seen as Nike remember Nike sells a
ever seen as Nike remember Nike sells a commodity they sell shoes and yet when
commodity they sell shoes and yet when
commodity they sell shoes and yet when you think of Nike you feel something
you think of Nike you feel something
you think of Nike you feel something different than a shoe company and their
different than a shoe company and their
different than a shoe company and their ads as you know they don’t ever talk
ads as you know they don’t ever talk
ads as you know they don’t ever talk about the product they don’t ever tell
about the product they don’t ever tell
about the product they don’t ever tell you about their soils and why they’re
you about their soils and why they’re
you about their soils and why they’re better than Reebok their souls
better than Reebok their souls
better than Reebok their souls where’s Nike doing their advertising
where’s Nike doing their advertising
where’s Nike doing their advertising they they honor great athletes and they
they they honor great athletes and they
they they honor great athletes and they honor great athletics that’s who they
honor great athletics that’s who they
honor great athletics that’s who they are that’s what they are about Apple
are that’s what they are about Apple
are that’s what they are about Apple spends a fortune on advertising you’d
spends a fortune on advertising you’d
spends a fortune on advertising you’d never know it you never know so when I
never know it you never know so when I
never know it you never know so when I got here we Apple just fired their
got here we Apple just fired their
got here we Apple just fired their agency we’re doing a competition with 23
agency we’re doing a competition with 23
agency we’re doing a competition with 23 agencies that you know for years
agencies that you know for years
agencies that you know for years remember pick one and we blew that up
remember pick one and we blew that up
remember pick one and we blew that up and we we hired Shaddai the ad agency
and we we hired Shaddai the ad agency
and we we hired Shaddai the ad agency that I was fortunate enough to work with
that I was fortunate enough to work with
that I was fortunate enough to work with years ago we created some award-winning
years ago we created some award-winning
years ago we created some award-winning work including the commercial voted the
work including the commercial voted the
work including the commercial voted the best dad ever made 1984 by advertising
best dad ever made 1984 by advertising
best dad ever made 1984 by advertising professionals and we started working
professionals and we started working
professionals and we started working about eight weeks ago and what we the
about eight weeks ago and what we the
about eight weeks ago and what we the question they asked was our customers
question they asked was our customers
question they asked was our customers want to know who is Apple and what is it
want to know who is Apple and what is it
want to know who is Apple and what is it that we stand for where do we fit in
that we stand for where do we fit in
that we stand for where do we fit in this world and what we’re about isn’t
this world and what we’re about isn’t
this world and what we’re about isn’t making boxes for people to get their job
making boxes for people to get their job
making boxes for people to get their job done although we do that well we do that
done although we do that well we do that
done although we do that well we do that better than almost anybody in some cases
but apples about something more than
but apples about something more than that Apple at the core its core values
that Apple at the core its core values
that Apple at the core its core values is that we believe that people with
is that we believe that people with
is that we believe that people with passion can change the world for the
passion can change the world for the
passion can change the world for the better that’s what we believe and we’ve
better that’s what we believe and we’ve
better that’s what we believe and we’ve had the opportunity to work with people
had the opportunity to work with people
had the opportunity to work with people like that we’ve had an opportunity work
like that we’ve had an opportunity work
like that we’ve had an opportunity work with people like me with software
with people like me with software
with people like me with software developers with customers who have done
developers with customers who have done
developers with customers who have done it in some big in some small ways and we
it in some big in some small ways and we
it in some big in some small ways and we believe that in this world people can
believe that in this world people can
believe that in this world people can change it for the better and that those
change it for the better and that those
change it for the better and that those people that are crazy enough to think
people that are crazy enough to think
people that are crazy enough to think they can change the world are the ones
they can change the world are the ones
they can change the world are the ones that actually do and so what we’re going
that actually do and so what we’re going
that actually do and so what we’re going to do in our first brand marketing
to do in our first brand marketing
to do in our first brand marketing campaign in several years is to is to
campaign in several years is to is to
campaign in several years is to is to get back to that core value a lot of
get back to that core value a lot of
get back to that core value a lot of things have changed the markets a
things have changed the markets a
things have changed the markets a totally different place than it was a
totally different place than it was a
totally different place than it was a decade ago and apples totally different
decade ago and apples totally different
decade ago and apples totally different in Apple’s place in it it’s totally
in Apple’s place in it it’s totally
in Apple’s place in it it’s totally different and believe me the products
different and believe me the products
different and believe me the products and the distribution strategies in
and the distribution strategies in
and the distribution strategies in manufacturing are totally different and
manufacturing are totally different and
manufacturing are totally different and we understand that the values and core
we understand that the values and core
we understand that the values and core values those things shouldn’t change the
values those things shouldn’t change the
values those things shouldn’t change the things that Apple believed in at its
things that Apple believed in at its
things that Apple believed in at its core are the same things that Apple
core are the same things that Apple
core are the same things that Apple really stands for today and so we wanted
really stands for today and so we wanted
really stands for today and so we wanted to find a way to communicate this and
what we have is something that I am I’m
what we have is something that I am I’m very moved by it honors those people who
very moved by it honors those people who
very moved by it honors those people who have changed the world
have changed the world
have changed the world some of them are living some of them are
some of them are living some of them are
some of them are living some of them are but the ones that aren’t as you’ll see
but the ones that aren’t as you’ll see
but the ones that aren’t as you’ll see you know
[Music]
[Music] and the theme of the campaign is think
and the theme of the campaign is think
and the theme of the campaign is think difference there’s the people honoring
difference there’s the people honoring
difference there’s the people honoring the people who think difference and who
the people who think difference and who
the people who think difference and who knew this world forward and it’s it is
knew this world forward and it’s it is
knew this world forward and it’s it is what we are about it touches the soil of
what we are about it touches the soil of
what we are about it touches the soil of this company so I’ve never had war with
this company so I’ve never had war with
this company so I’ve never had war with and I hope that you feel the same way
and I hope that you feel the same way
and I hope that you feel the same way about it I do years to the crazy ones
about it I do years to the crazy ones
about it I do years to the crazy ones The Misfits rebels troublemakers round
The Misfits rebels troublemakers round
The Misfits rebels troublemakers round pegs in the square holes
pegs in the square holes
pegs in the square holes once you see things
once you see things
once you see things they’re not found the rules and they
they’re not found the rules and they
they’re not found the rules and they have no respect in the status quo you
have no respect in the status quo you
have no respect in the status quo you can quote them disagree with them
can quote them disagree with them
can quote them disagree with them glorify or vilify them about the only
glorify or vilify them about the only
glorify or vilify them about the only thing you can’t do
thing you can’t do
thing you can’t do [Music]
[Music]
[Music] they change the human race forward
they change the human race forward
they change the human race forward and while some may see them as the crazy
and while some may see them as the crazy
and while some may see them as the crazy ones we see genius because the people
ones we see genius because the people
ones we see genius because the people who are crazy enough to think they can
who are crazy enough to think they can
who are crazy enough to think they can change the world
change the world
change the world [Music]
[Music]
[Music] you
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