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To me marketing’s about values this is a very complicated world it’s 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 now Apple fortunately is one of the half-a-dozen best brands in the whole world right up there with Nike Disney Coke Sony it is one of the Great’s of the grapes not just in this country but all around the globe and but but even a great brand needs investment and caring if it’s going to 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 the way to do that is not to talk about speeds and fees it’s not to talk
about myths and magazines it’s not to talk about why you’re better than Windows the dairy industry tried for 20 years to convince you that milk was good for you it’s a lie but they try it anyway and the sales were going like this and then they tried got milk and the sales are going like this got milk the thing to talk about apartment but that focus is on the absence of the product but-but-but the best example of all and and one of the greatest jobs of of marketing and though if the universe has ever seen as Nike remember Nike sells a
commodity they sell shoes and yet when you think of Nike you feel something different than a shoe company and their ads as you know they don’t ever talk about the product they don’t ever tell you about their soils and why they’re better than Reebok their souls where’s Nike doing their advertising they they honor great athletes and they honor great athletics that’s who they are that’s what they are about Apple spends a fortune on
advertising you’d never know it you never know so when I got here we Apple just fired their agency we’re doing a competition with 23 agencies that you know for years remember pick one and we blew that up and we we hired Shaddai the ad agency that I was fortunate enough to work with years ago we created some award-winning work including the commercial voted the best dad ever made 1984 by advertising professionals and we started working about eight weeks ago and what we the question they asked was our customers want to know who is Apple and what is it that we stand for where do we fit in this world and what we’re about isn’t making boxes for people to get their job done although we do that well we do that better than almost anybody
in some cases but apples about something more than that Apple at the core its core values is that we believe that people with passion can change the world for the better that’s what we believe and we’ve had the opportunity to work with people like that we’ve had an opportunity work with people like me with software developers with customers who have done it in some big in some small ways and we believe that in this world people can change it for the better and that those people that are crazy enough to think they can change the world are the ones that actually do and so what we’re going to do in our first brand marketing campaign in several years is to is to get back to that core value a lot of things have changed the markets a totally different place than it was a decade ago and apples totally different in Apple’s place in it it’s totally different and believe me the products and the distribution strategies in manufacturing are totally different and we understand that the values and core values those things shouldn’t change the things that Apple believed in at its core are the same things that Apple really stands for today and so we wanted to find a way to communicate this and what we have is something that I am I’m very moved by it honors those people who have changed the world some of them are living some of them are but the ones that aren’t as you’ll see you know and the theme of the campaign is think difference there’s the people honoring the people who think difference and who knew this world forward and it’s it is what we are about it touches the soil of this company so I’ve never had war with and I hope that you feel the same way about it I do years to the crazy ones The Misfits rebels troublemakers round pegs in the square holes once you see things they’re not found the rules and they have no respect in the status quo you can quote them disagree with them glorify or vilify them about the only thing you can’t do they change the human race forward and while some may see them as the crazy ones we see genius because the people who are crazy enough to think they can change the world you
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