To me marketing is about values. This is a very complicated world, it is a very noisy world, and we are not going to get a chance to get people to remember much about us. No company does. So we have to be real clear on what we want ’em to know about us…

…The question we asked was,

Our customers want to know, who is Apple and what is it we stand for? Where do we fit in this world?


The irony of Apple’s ‘Think Different’ campaign is, that even though in retrospect it touches Apple’s core truth, it failed to make an impression with prospects. Pictures of dead geniuses and old world role models did not hold much to relate to. If any, youngsters wanted to see their generation’s proven heroes, the likes of Kurt Cobain.

What really brought back Apple was their return to design, exemplified in a sudden burst of candy colored products and aqua translucent screen interface design, a more tactical sales side approach to marketing that is, giving way to Apple more feasible core value. That of being a design company and being good at integrated design (from the inside out).

It was PC magazines John C. Dvorak to end Apple’s eye candy era with his remark, that he wouldn’t want to cary a candy colored Mac laptop around the city scape.

My guess is that they oriented themselves around the change in tv set design, when German Loewe’s design contradicted the black plastic boxes produced by Sony, Panasonic and the likes with introducing elegant use of glass and metal.

Bruce Nussbaum digs up one more great lesson from Steve Jobs: Innocation Begins as a social movement over at CoDesign.