Steve Jobs On Caring For Your Brand

Steve Jobs:

But even a great brand needs investment and caring if it's going to retain it’s 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 feeds. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are 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 tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.

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 shoe company.

In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than reebok’s air soles. What does Nike do in their advertising? They honor great athletes. and they honor great athletics. That’s who they are, that’s what they are about!