Steve Jobs on Marketing
Transcript
Machine transcript in the original language. It may contain errors. Select a timestamp to play that moment.
What is the most important thing to me?
To me, marketing is 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 greats of the greats.
Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it's going to retain its relevance
and vitality.
The Apple brand has clearly suffered from neglect in this area in the last few years.
And we need to bring it back.
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 jobs done,
although we do that well.
We do that better than almost anybody in some cases.
But Apple's about something more than that.
Apple at the core, its core value, is that we believe that people with passion can change the world for the better.
That's what we believe.
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.
Some of them are not.
But the ones that aren't, as you'll see,
you know that if they'd ever used a computer, it would have been a Mac.
As you're watching, we all остaloom.
This is a trip to Mexico City Sioux Falls.
Question 2
No, we're never gonna survive unless we are a little crazy.
Yeah.
Oh, no, I never survive
You see, unless we get a little bit crazy
No, no, no, I never survive
Unless we get a little bit
Cause in a sky full of people
Only someone to fly
Isn't that crazy?
Isn't a world full of people
Only someone to fly
Isn't that crazy?