{"id":1441,"date":"2015-01-15T09:21:00","date_gmt":"2015-01-15T00:21:00","guid":{"rendered":"http:\/\/btm.abz.xyz\/?p=1441"},"modified":"2015-01-15T09:21:00","modified_gmt":"2015-01-15T00:21:00","slug":"apple-special-event-1997-steve-jobs-introduces-think-different","status":"publish","type":"post","link":"https:\/\/btm.abz.xyz\/?p=1441","title":{"rendered":"Apple Special Event in 1997, Steve Jobs introduces &#8220;Think Different&#8221;."},"content":{"rendered":"<p><a href=\"http:\/\/btm.abz.xyz\/cmt\/wp-content\/uploads\/2015\/01\/20150115.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1442 alignright\" src=\"http:\/\/btm.abz.xyz\/cmt\/wp-content\/uploads\/2015\/01\/20150115.jpg\" alt=\"20150115\" width=\"280\" height=\"226\" \/><\/a>During a Special Press Event, Steve Jobs introduced &#8220;Think Different&#8221; campaign to an exclusive audience.<br \/>\nSteve Jobs was 42 years old.<\/p>\n<p>Although a deficit continued and escaped from the worst three months until bankruptcy, it was the very severe situation for both Apple and Jobs.<br \/>\nI introduce the presentation video of Steve.<\/p>\n<div class=\"youtube1\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/YcneYcl23MU\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&#8220;To me\u2026.marketing is about values. This is a very complicated world, it\u2019s a very noisy world. And we\u2019re not gonna 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.<\/p>\n<p>Now Apple, fortunately, is one of the half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony \u2014 it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if its gonna retain its relevance and vitality, and the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back.<\/p>\n<p>The way to do that is not to talk about speeds and fees. It\u2019s not to talk about mix and mega-hertz. It\u2019s not to talk about why we are better than Windows.<br \/>\nThe dairy industry tried for 20 years to convince you that milk was good for you. It\u2019s a lie, but they tried anyway. And the sales were gone like this (falling\u2026). And then they tried \u201cGot milk\u201d and the sales were gone like this (went up\u2026). \u201cGot milk\u201d wasn\u2019t even talking about the product. As a matter of fact, it focuses on the absence of the product.<\/p>\n<p>But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity! They sell shoes! And yet, when you think of Nike you feel something different than a shoes company. In their ads, as you know, they don\u2019t ever talk about the product. They don\u2019t ever tell you about their air soles and why they are better than Reebok\u2019s air soles. What does Nike do in their advertising? They honor great athletes, and they honor great athletics. That\u2019s who they are, that\u2019s what they are about.<\/p>\n<p>Apple spends a fortune on advertising. You\u2019d never know it. You\u2019d never known it.So\u2026when i got here, Apple just fired their agency and there was a competition with 23 agencies that\u2026you know\u2026four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning working including the commercial voted the best ad ever made, 1984 by Advertising Professionals. And\u2026we started working about eight weeks ago, and the question we asked was, \u2018our customers want to know who is Apple and what is it that we stand for\u2026where do we fit in this world?&#8217;<\/p>\n<p>And what we\u2019re about isn\u2019t making boxes for people to get their jobs done \u2014 although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that. Apple at the core\u2026its core value \u2014 is that, we believe that people with passion can change the world for the better. That\u2019s what we believe.<\/p>\n<p>And we have had the opportunity to work with people like that. We\u2019ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world, are the ones that actually do.<br \/>\nAnd so, what we\u2019re going to do in our first brand marketing campaign in several years, is to get back to that core value.<\/p>\n<p>A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different \u2014 and Apple\u2019s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different\u2026 We understand that. But values and core values \u2014 those things shouldn\u2019t change. The things that Apple believed in at its core, are the same things that Apple really stands for today.<\/p>\n<p>And so we wanted to find a way to communicate this. And what we have is something that I am very moved by. It honors those people who have changed the world. Some of them are living \u2014 some of them are not. But the ones that aren\u2019t, as you\u2019ll see, you\u2019ll know that if they\u2019d ever use a computer it would\u2019ve been a mac.<\/p>\n<p>The theme of the campaign is \u201cThink different.\u201d It\u2019s honoring the people who think different and move this world forward . And it is what we are about. It touches the soul of this company.<br \/>\nSo I am gonna go ahead and roll it, and i hope that you feel the same way as I do.&#8221;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>During a Special Press Event, Steve Jobs introduced &#8220;Think Different&#8221; campaign to an exclusive audience. Steve Jobs was 42 years old. Although a deficit continued and escaped from the worst three months until bankruptcy, it was the very severe situation for both Apple and Jobs. I introduce the presentation video of Steve. &#8220;To me\u2026.marketing is about values. This is a very complicated world, it\u2019s a very noisy world. And we\u2019re not gonna get a chance to get people to remember&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple Special Event in 1997, Steve Jobs introduces &quot;Think Different&quot;. - KILIALOGUE<\/title>\n<meta name=\"description\" content=\"During a Special Press Event, Steve Jobs introduced &quot;Think Different&quot; campaign to an exclusive audience. 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