In this presentation made on the Apple campus, Steve says that marketing is not about touting features and speeds and megabytes or comparing yourself to the other guys, it’s about identifying your own story, your own core, and being very, very clear about what you are all about and what you stand for…and then being able to communicate that clearly, simply, and consistently. As Steve says, people want to know who you are and what you stand for. In the case of Apple, the brand’s core value, as Jobs says in the presentation, is not about technology or “making boxes for people to get their jobs done.” Apple’s core value, said Jobs, is this: “We believe people with passion can change the world for the better….and that those people who are crazy enough to think they can change the world, are the ones who actually do.”
Interesante artículo de Garr Reynolds sobre el marketing de Apple y cómo empezó todo tras la vuelta de Steve Jobs a Apple en 1997. Incluye un vídeo de una presentación interna de Apple donde Steve explica a la gente de Apple la nueva estrategia de Apple. Una estrategia que comenzó con el famoso anuncio: Think Different.