to me marketing is about values this is a very complicated world it’s a very
a very complicated world it’s a very
a very complicated world it’s a very noisy world and we’re not going to get a
noisy world and we’re not going to get a
noisy 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 greats
Disney Coke Sony it is one of the greats
Disney Coke Sony it is one of the greats of the greats
of the greats
of the greats not just in this country but all around
not just in this country but all around
not just in this country but all around the globe and but but even a great brand
the globe and but but even a great brand
the globe and but but even a great brand needs investment and caring if it’s
needs investment and caring if it’s
needs investment and caring if it’s going to retain its relevance and
going to retain its relevance and
going to retain its relevance and vitality and the Apple brand has clearly
vitality and the Apple brand has clearly
vitality and the Apple brand has clearly suffered from neglect in this area in
suffered from neglect in this area in
suffered from neglect in this area in the last few years and we need to bring
the last few years and we need to bring
the last few years and we need to bring it back the way to do that is not to
it back the way to do that is not to
it back the way to do that is not to talk about speeds and fees it’s not to
talk about speeds and fees it’s not to
talk about speeds and fees it’s not to talk about MIPS and mega Hertz it’s not
talk about MIPS and mega Hertz it’s not
talk about MIPS and mega Hertz it’s not to talk about why we’re better than
to talk about why we’re better than
to talk about why we’re better than Windows the dairy industry tried for 20
Windows the dairy industry tried for 20
Windows the dairy industry tried for 20 years to convince you that milk was good
years to convince you that milk was good
years to convince you that milk was good for you it’s a lie but they tried anyway
for you it’s a lie but they tried anyway
for you it’s a lie but they tried anyway and the sales were going like this and
and the sales were going like this and
and the sales were going like this and then they tried got milk and the sales
then they tried got milk and the sales
then they tried got milk and the sales are gone like this got milk the thing
are gone like this got milk the thing
are gone like this got milk the thing talked about apartment that focuses on
talked about apartment that focuses on
talked about apartment that focuses 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
and one of the greatest jobs of
and one of the greatest jobs of marketing in though if the universe has
marketing in though if the universe has
marketing in though if the universe has ever seen is Nike remember Nike sells a
ever seen is Nike remember Nike sells a
ever seen is 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 air soils and why
you about their air soils and why
you about their air soils and why they’re better than Reebok their souls
they’re better than Reebok their souls
they’re 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
are
are that’s what they are about Apple spends
that’s what they are about Apple spends
that’s what they are about Apple spends a fortune on advertising you’d never
a fortune on advertising you’d never
a fortune on advertising you’d never know it you’ve never known so when I got
know it you’ve never known so when I got
know it you’ve never known so when I got here we Apple just fired their agency
here we Apple just fired their agency
here we Apple just fired their agency we’re doing a competition with 23
we’re doing a competition with 23
we’re doing a competition with 23 agencies that you know four years from
agencies that you know four years from
agencies that you know four years from now with tip one and we blew that up and
now with tip one and we blew that up and
now with tip one and we blew that up and we we hired Shaddai the ad agency that I
we we hired Shaddai the ad agency that I
we we hired Shaddai the ad agency that I was fortunate to work with years ago we
was fortunate to work with years ago we
was fortunate to work with years ago we created some award-winning work
created some award-winning work
created some award-winning work including the commercial voted the best
including the commercial voted the best
including the commercial voted the best ad ever made 1984 by advertising
ad ever made 1984 by advertising
ad 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 was the
about eight weeks ago and what was the
about eight weeks ago and what was 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 value is
that Apple at the core its core value is
that Apple at the core its core value is that we believe that people is passion
that we believe that people is passion
that we believe that people is passion can change the world for the better
can change the world for the better
can change the world for the better that’s what we believe and we’ve had the
that’s what we believe and we’ve had the
that’s what we believe and we’ve had the opportunity to work with people like
opportunity to work with people like
opportunity to work with people like that we’ve had an opportunity work with
that we’ve had an opportunity work with
that we’ve had an opportunity work with people like you with software developers
people like you with software developers
people like you with software developers with customers who have done it in some
with customers who have done it in some
with customers who have done it in some big and some small ways and we believe
big and some small ways and we believe
big and some small ways and we believe that in this world people can change it
that in this world people can change it
that in this world people can change it for the better and that those people
for the better and that those people
for the better and that those people that are crazy enough to think they can
that are crazy enough to think they can
that are crazy enough to think they can change the world are the ones that
change the world are the ones that
change the world are the ones that actually do and so what we’re going to
actually do and so what we’re going to
actually do and so what we’re going to do in our first brand marketing campaign
do in our first brand marketing campaign
do in our first brand marketing campaign in several years is to is to get back to
in several years is to is to get back to
in several years is to is to get back to that core value a lot of things have
that core value a lot of things have
that core value a lot of things have changed the markets a totally different
changed the markets a totally different
changed the markets a totally different place than it was a decade ago and
place than it was a decade ago and
place than it was a decade ago and apples totally different an apples
apples totally different an apples
apples totally different an apples placing it is totally different and
placing it is totally different and
placing it is totally different and believe me the products and the
believe me the products and the
believe me the products and the distribution strategy in manufacturing a
distribution strategy in manufacturing a
distribution strategy in manufacturing a totally different and we understand that
totally different and we understand that
totally different and we understand that but values and core values those things
but values and core values those things
but values and core values those things shouldn’t change the things that Apple
shouldn’t change the things that Apple
shouldn’t change the things that Apple believed in at its core are the same
believed in at its core are the same
believed in at its core are the same things that Apple really stands for a
things that Apple really stands for a
things that Apple really stands for a day and so we wanted to find a way to
day and so we wanted to find a way to
day and so we wanted to find a way to communicate this and what we have is
communicate this and what we have is
communicate this and what we have is something that I am I’m very moved by it
something that I am I’m very moved by it
something that I am I’m very moved by it honors those people who have changed the
honors those people who have changed the
honors those people who have changed the world some of them are living some of
world some of them are living some of
world some of them are living some of them are not but the ones that aren’t as
them are not but the ones that aren’t as
them are not but the ones that aren’t as you’ll see you know that if they ever
you’ll see you know that if they ever
you’ll see you know that if they ever use the computer it would have been an
use the computer it would have been an
use the computer it would have been an act
the theme of the campaign is think
the theme of the campaign is think different if the people honoring the
different if the people honoring the
different if the people honoring the people who think different and who knew
people who think different and who knew
people who think different and who knew this world forward and it’s it is what
this world forward and it’s it is what
this world forward and it’s it is what we are about it touches the soil of this
we are about it touches the soil of this
we are about it touches the soil of this company so I’ve never had well with and
company so I’ve never had well with and
company so I’ve never had well with and I hope that you feel the same way about
I hope that you feel the same way about
I hope that you feel the same way about it I years to the crazy ones
it I years to the crazy ones
it I 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 can see things
once you can see things
once you can see things they’re not found
they’re not found
they’re not found they have no respect the status quo you
they have no respect the status quo you
they have no respect 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 not the only
glorify or vilify them not the only
glorify or vilify them not the only thing you can’t do
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 ones who do
”
Be First to Comment