It reminds me of this scene from Madmen: http://www.youtube.com/watch?v=suRDUFpsHus, on How to pitch a product.
Steve Jobs explains branding
31–40 of 90 posts
Re: Steve Jobs explains branding
#32[deleted]
Re: Steve Jobs explains branding
#33He's wearing shorts!
I didn't notice it until 1:20 or so. Then you see that!
Re: Steve Jobs explains branding
#34Apple'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…
> 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."
Sure, but Apple never hung around people who change the world, that wasn't their marketing message. Their marketing message was that people who change the world don't follow the pack, and at the time of this marketing message, the pack was Windows.
Also, the core value of the Apple brand is not "young and hip".
Re: Steve Jobs explains branding
#35Apple'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.
We shall see how well it works out for them to be the brand for people who aren't fond of rules...computer geeks excepted. Computer geeks who want to change the world seek platforms with fewer rules.
Re: Steve Jobs explains branding
#36Earlier quoted context omitted.
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.
I thought it was people saying they're doing a lousy job of explaining the rules of approval?
What he said.
If they're going to try to say to break out of your shell and be different and go crazy and be rebels (look at the people in that video, jeez) it's ironic that Apple now tells people what they can and cannot create.
Re: Steve Jobs explains branding
#37I wonder what happened between then and now. Seems like a different company altogether.
Would you say they make better products now or when this video was shot? I think that for such a product-centered company, that should be the benchmark.
I'd say they make far far better products now. That's not the issue here. It's just that back before Jobs was ousted and when he returned you'd hear about Apple, you'd hear about philosophy behind it etc. Now you hear sales stats and here and there how good the product is or will be. No more philosophy or visions in talks. Maybe it's just my perception of it though.
Re: Steve Jobs explains branding
#38Apple'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…
While watching the video, it was simple to agree on the analysis of Nike's brand/message. Then Jobs went to give Apple's message, and it struck me like as if he actually didn't know at the time. Compared with "honor great athletes" and "honor great athletics", the "we believe people with great passion can change the world for the better" seemed far too broad and general to be the actual message that people relate to with Apple.
I think Apple has actually made themselves several messages: they compare and contrast between the computer geek w/glasses to the normal person (computers for normal people), they target the "creative" crowd (cause rainbows and dancing is creative, numbers/math/text is not), and the combination of that brings the "popular" thing back to normal people (if you own Apple, you're not a geek, but you're still cool and not stupid).
Re: Steve Jobs explains branding
#39Earlier quoted context omitted.
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.
The DJs at night clubs, the knob-twiddler guys in indie rock bands, and the film students at the local university are all using Macs to make their art. In fact, I'd say Apple's devices and the tools they create to publish to those devices have done a lot to make these creators' lives easier. Think about how much more music people listen to thanks to the ubiquity of iPods. Would the indie rock movement have had as muc…
Apple just released new versions of the iMacs. This used to be a major event and they made a lot of fuzz about each new update.
Now go to apple.com. What's taking up 90% of the front page?
Apple is a consumer device company. Sure, they still make great computers, but that's more and more just a side business.
Re: Steve Jobs explains branding
#40Let me pass along "Art & Copy" as a suggested movie for those interested in marketing. They talk with agencies both for Apple (Chiat/Day) and for dairy farmers. http://www.artandcopyfilm.com - and on Netflix instant play.
Art & Copy does a great job at explaining why the Mad Men era was important - there was a shift in the 60's from large corporate sales-driven organizations to smaller ones where art directors and other "creatives" were in charge.
The parallels to today's startup scene are really strong, with people fleeing corporate cubicle farms and stale products to create fresh new stuff on small teams.