Over the weekend I watched a video on YouTube called Apple Confidential – Steve Jobs on “Think Different” – Internal Meeting. The meeting took place on Sept. 23, 1997 a few weeks after Steve Jobs return to Apple. Steve spoke briefly about the planned changes for Apple (pipeline, products, distribution changes) and then presented the first information about the “Think Different” campaign.
At one point he said, “We have to be really clear about what we want the customer to know about us.” He talked about how Apple needed to keep it really simple. Because of so much noise in the world, he wanted people to remember what Apple stood for. The “Think Different” marketing campaign was a brilliant marketing strategy.
It was the beginning of something truly remarkable. What do you want your customers to know about you?
If you want to watch the video click here: https://www.youtube.com/watch?v=9GMQhOm-Dqo