Steve Jobs is right about branding in this video, and it's for exactly these reasons that I'm not a big fan of Apple. Their core values are about dictating what developers can do with their hardware. Selling software shouldn't be about one person having the power to dictate what goes into a store. That's not a free market. Users shouldn't have to "jail break" their own hardware just to be able to use it as they wish. That's disempowering people with technology, not empowering them. I don't much care for those kinds of core values.
Steve Jobs explains branding
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Re: Steve Jobs explains branding
#12That commercial still give me goosebumps
Re: Steve Jobs explains branding
#13Apple's "Think Different / Change the World" ad was a brilliant piece of marketing. But it doesn't seem that really stuck as the core value of their brand. If Nike's message is "we hang around great athletes," Apple's message today is "we hang around the young and hip," [1] which is different than "we hang around people who change the world." You could argue that these are somehow related, that the young and hip woul…
It's likely that the Think Different ads were targeted at early adopters back when Apple was reestablishing itself (with designers, architects, etc).
Then as it entered into the mainstream with consumer devices it targeted kids "jamming with their iPods".
Re: Steve Jobs explains branding
#14Apple's "Think Different / Change the World" ad was a brilliant piece of marketing. But it doesn't seem that really stuck as the core value of their brand. If Nike's message is "we hang around great athletes," Apple's message today is "we hang around the young and hip," [1] which is different than "we hang around people who change the world." You could argue that these are somehow related, that the young and hip woul…
The success of the iPod made the Apple brand young and hip, but their core customer has been (and may again become with the iPhone and iPad) people who value their time and are not computer geeks per-se. That's a difficult thing to say in a crowd of computer geeks, but may contextualize the iOS/Android debate around here.
Re: Steve Jobs explains branding
#15I'm basically reposting my comments on this video from my company blog... The big takeaway is in the first few lines of this video: "This is a very complicated world. This is a very noisy world and we're not going to get a chance... to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us." The whole branding/selling thing goes like this... Lunch…
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Re: Steve Jobs explains branding
#16Apple's "Think Different / Change the World" ad was a brilliant piece of marketing. But it doesn't seem that really stuck as the core value of their brand. If Nike's message is "we hang around great athletes," Apple's message today is "we hang around the young and hip," [1] which is different than "we hang around people who change the world." You could argue that these are somehow related, that the young and hip woul…
Yeah, as soon as Apple removed "Computers" from their name they also stopped being a "tools for the passionate"-manufacturer. They now sell primarily media consumption devices.
Nothing wrong with that, it's just not the same core Jobs talks about in this video.
Re: Steve Jobs explains branding
#17I think it says a lot about how much Apple's brand is damaged for me that I can't think of one of those people in the ad, if they were alive today, using a mac without it diminishing their image in my mind.
Re: Steve Jobs explains branding
#18Here's what gets me: The disconnect between that video at the end of his presentation versus Apple today. "Think different... as long as we approve your application for download on the app store." Admittedly a pretty cool video though.
This is a common view on HN, but I will suggest that you don't "get it." The AppStore may be a thorn in the side of some developers, but supports Apple's stated core value of enabling people who are passionate. The store reduces risk and variability, while rewarding (through ease of payment and reduced piracy (if you believe piracy to be a demotivator)) those who make great things for the end user.
Computer geeks are only one kind of passionate person. Apple's view is that annoying them is a small price to pay for making everyone else's experience better.
Re: Steve Jobs explains branding
#19This video is awesome. Think Different is my favorite ad of all time. Unfortunately it feels like they have lost something in the last decade. While before it was about enabling passion and challenging the status quo, now it is more about reverence for old heroes. Before it was a call to arms to be inspired by those great men and women and do great stuff, now it is just to adore what they have done, while we continue to live life in our pods.
This makes me sad.
Re: Steve Jobs explains branding
#20Here's what gets me: The disconnect between that video at the end of his presentation versus Apple today. "Think different... as long as we approve your application for download on the app store." Admittedly a pretty cool video though.
The App Store the is epitome of "Think Different".
It has done an astounding job of attracting developers to their platform, and no competing "Store" does a better job of connecting developers with actual users.
Yet there was no shortage of people who said it would never work, and there's still no shortage of people who keep saying they're doing it wrong.