Marketing Strategies: The REAL GENIUS of Steve Jobs
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- Опубликовано: 29 янв 2014
- Check out these books about Steve Jobs:
* Steve Jobs: amzn.to/2PGH3nM
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* Becoming Steve Jobs: amzn.to/2QgZKf8
* Steve Jobs: The Man Who Thought Differently: amzn.to/2AHIqdQ
* Steve Jobs (Movie): amzn.to/2CZgLq3
Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
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Transcript:
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 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. 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 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!
Apple spends a fortune on advertising - you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we 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 jobs done - although we do that well. We do that better than almost anybody, in some cases.
But Apple is 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!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that 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 get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different - and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values - those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
ENGAGE
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I don't think we realize how good Steve was at what he does. This damn marketing is genius, Steve was also an extremely effective communicator
Thanks for sharing your thoughts LaFarris. :) #Believe #BTA479 Shine
Can't help but think of the irony that he's talking about an ad where they celebrate all the people who have changed the world, and now he would be part of that same ad
it is like seeing someone's dream came true, it touches my heart
Come to think of it, they should make such an add with him included. I think that would be a step in getting apple on top again. And Of course adding more functionality in terms of innovation and some sense in their designs.
Orion, I'm confused, your link suggests that it is dramatic irony. Is your comment that it's not an example of irony meant to be ironic itself?
Oh, he totally included himself in that list.
yeah man
Somewhere in this Universe Steve Jobs is happy that I just watched this video on my mac book lol
+MEDspiration lol #BTA42 Nina
Well.. I hate to break the news to you.. but he isn't no more
Tim Cook should watch this video on a daily basis.
Bitcoin is the future, Investing in it now will be the wisest thing to do especially with the current downfall
I will recommend Mr william gustav for you, his strategie is working for me at the moment and making good profit from bitcoin trading
he looks so relaxed but yet powerful, that's why i love steve jobs
Thank you for sharing with us and thanks for watching. :) #BelieveNation #BTA724 Luka
He’s a star
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This goes against 99% of marketing advice out there.
That's why I've never studied 99% of marketers, I study Steve Jobs, Phil Knight, Walt Disney, etc. I study MLK, Gandhi, Buddha. I study Jesus & Jay-Z.
Preach on Steve.
keep on studying those and u never gonna get any job
J-Ryze Jay Abraham, don't forget guys like Ogilvy, caples, halbert,sugarman etc
The Walter F. Disney School of Anti-Union Threat is a very good place.
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no it Is called PR.
Another great video, the fact is that people rarely understand the complete package that most visionaries are. He made electronics, but he understood business and marketing.
Steve jobs was king of marketing and manufacturing perfect products.
Patel Vidhu hard to argue with that :)
+Patel Vidhu the poor kids in third world countries were the kings and queens of manufacturing products. steve jobs was a genius and a marketing god. but he wasn't a great man. he was a great business man
+Chase Niwa Yeah, would be better if the people in the third world countries didn't have any jobs and would just starve to death? As you may know, the poor countries get richer very fast when they allow foreign investments. Just look at places like South Korea, Taiwan and recently China.
true
i totally agree, he was a very good speaker as well.
Amazing Inspirational Speech.
This man is with no doubt the most inspirational person I could ever imagine! r.i.p Steve Jobs☹️
He's a legend. #BTA1145 Luka
As a content creator and marketer, this is the best marketing and branding advice I have ever heard and I have applied for decades. It's the core and it works. It totally embraces Simon Sinek's Golden Circle. Start with the WHY? and make it your audiences WHY?
Yay! Thank you, glad you liked it. 😊 #Believe - Feb
When I read his biography, I read that passage, "Here's to the crazy ones" about a dozen times before moving on. I just love it.
He was a genius! What a brilliant marketing strategy👏🏻👏🏻👏🏻👏🏻Thank you for sharing this awesome video with us!☺️👍🏻
He also was a genius somehow, so listen to him but don't believe easily.
Great video if you are careful and smart enough... Thanks for sharing!
Melis Eren Thanks for watching :)
Cheers,
Nina C
....... AND YOU ARE,...... ?
At 2:34 realised he is wearing shorts😂😂 the guy is a legend
Thanks for watching! :) #BTA1224 Luka
Evan Carmichael thanks for sharing
Thanks for sharing. Digital marketing & SEO work. Most people don't have the patience or take the time to learn it, let alone wait for the results. It's like planting seeds and farming.
the ad was amazing! low voice and image quality but still touched my soul!
One of my all time favorites, thanks so much for digging it up and sharing Evan :o)
Glad you liked it Natalia. Thank you very much for the comment and for watching. :) #BTA173 Shine
You are welcome ***** thank you! I'm really enjoying the different vids you're putting together, and I appreciate your tremendous efforts to make this available :o)
just wow !! omg , that was the best lecture i have ever seen in my whole life , he said it :"*Think different*" . R.I.P
+Abd El Rahman muhammad Thanks #BTA34 Nina
Ty Evan!
Complete Video! Thank you
Thanks for watching #Believe :) #BTA1517 Veljko
Very helpful and useful information. Thanks!
Glad it's helpful to you :) #BTA881 Luka
Love the Core Value THANK YOU Evan Carmichael
Rhonda L Johnson Thank you.. Glad that you liked it.
Cheers,
Nina C
Thank you for such a great video. Very inspiring.
Love watching the old Steve Jobs vids. Thanks for this.
Thanks for watching :) #BTA1321 Luka
im taking course in effective communication skills. and we got presentation( public speaking) as our first assignment. im really impressed with how well steve can deliver his great ideas. i can never perform half as well.
All the best to you Courtney. Keep focusing on doing your best and keep practicing. :) Here's a video that I hope will be helpful to you: ruclips.net/video/E6U23O3Sepk/видео.html Always #Believe in yourself. #BTA326 Shine
practice practice and you will get there be inspired by what you do believe that it is important and live by that you can't fake being like steve jobs. the power is not in what he said it is in the absolute importance of what he does.
you can't talk like that and convey stuff( emotion and awe) if you do something that you do not believe is, that important.
Very Creative, lovely video and powerful message
+Toon Explainers thx :). #BTA103 Nina
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Introduced by my boss Salman... Great video, thanks for sharing..."people who are crazy enough to think they can change the world...are the ones who do" - i believe in this.
I learnt something new today... Great
:) #BTA908 Luka
love it....nice talk
+kathir Sakthi thx. #BTA14 Nina
watching this on a mac. So sad your gone, you were great. much love.
#Believe :) #BTA1486 Veljko
One of the best explanations of whats at the nucleus of marketing and how large multinational companies differentiate themselves from their competitors. very entertaining and insightful
.
Glad that you liked it. Thanks for watching 💛😊 #Believe - Dondon
The man is Intense!!
Amazing
I love this video - a great reminder of how the core values of a company can become everything that company is and stands for. Great video Evan!
Serious Video! Very glad I checked it out.
Thanks for watching :) #BTA1444 Veljko
Great video and the reason why apple is so successful. Focus on the why not the product.
Thanks for watching :) #BTA888 Luka
Hello
What Nike basically does, is show you great athletes and slap its logo next to them, building a psychological link between those great athletes and their brand in people's minds.
Apple saw that strategy and thought.. that's pretty good, lets do the exact same thing, but with creativity. They take creative geniuses and slap their logo next to them to build the same psychological link as Nike did.
Smart move, but please don't feed me bullshit about core values. Apple and Nike have the same core value. Make lots of money.
Lilliath Steve Jobs had more money that he ever needed in his early 20's. He could have retired and gone to the beach... yet he worked until the day he died on Apple. I hope you find something you can be just as passionate about and maybe it'll change that negative attitude of yours that inspires you to post hate on people's RUclips channels. #BTA9
*****
Passionate about fooling people into paying far too much for inferior products? The guy was a workaholic marketing guru, not the Messiah.
Lilliath You just called him a marketing guru. This video is about his marketing strategy. Who called him the Messiah? #BTA10
*****
*You just called him a marketing guru.*
Yes, that's what he is. Not a creative genius like people make him out to be. He's good at selling stuff.
*Who called him the Messiah?*
It's an hyperbole.
Lilliath So this video is about marketing strategies. The title is "Steve Job's amazing marketing strategy." You said he's a marketing guru. Why are you hating? #BTA10
Significant Video!I really love it! It assisted me a lot!
Thanks for watching #Believe :) #BTA1517 Veljko
Thanks for sharing Evan
David Potgieter Thanks David :)
Steve Jobs is a living legend
Thanks for watching. #BTA329 Shine
was*
Legends never die!
Yes but he's dead so he's just legend, not a living legend.
Sercan Yiğit Lol
So basically he took Nike's strategy about great athletes and great athletics and made Apple about great people and great machines (Mac's)?? Yeah?
+Tatenda Sagomba #LittleMan gonna hate. #BTA33 Nina
I just puked all over your hash tags.
That is why I don't have respect for Steve - finish en klaar . even this Apple product
Bless your heart and spirit Evan, what a great video and sharing, very inspiring! Thank~You~* 🌟🌟🌟
Thanks for the love. Glad you're feeling inspired! 💛😊 #Believe - Dondon
Great video, core values are key to good business sense!!
I love him sooooooooooo much #BTA19
+Marwa Emad :))> #BTA18 Nina
It’s crazy how I’m watching this video on an iPhone haha.... great video though!
Glad you like it :) #BTA930 Luka
Important Video! Very glad I checked it out.
Thanks for watching :) #BTA1453 Veljko
Golden👌 ty for sharing👍
Interesting thoughts and insights, I have to laugh a little at the irony though that apple says to "think different" and they honor people who are etc when jailbreaking to become different in the ios world is shunned upon. I think they should give a big shout to the jb community for all the ideas that they clearly stole/borrowed from the clever folks that actually implemented the ideas first. Apple was smart to hire a good team of marketers, no one can deny that.
do u think the ones who created the iphone pushed the human race forward or the ones who broke it?
Jobs: The core of Apple, lol.
Nina Nina Nina!
+Synchronicity.co LOL.. Hi.. #BTA4 Nina C
excellent speech, very relevant ....
Thankyou so much bro Evan for uploading such a valuable content
Thank you very much for your appreciation and for watching Qazi. :) #BTA198 Shine
Am i the only one who is impressed ?
+Nayeem Adon thx for watching. #BTA127 Nina
Yeap... I think it's time to buy a mac to my music studio.
*****
it would be awesome!
Michael Riske Alright - will do :)
Michael Riske It's up :) ruclips.net/video/BPqWy7yB9dE/видео.html
Great Video! Thanks Evan! I like it a lot.
All respect to S.jobs!
Thanks for this great upload, Evan!
+CrapStuff thanks. #BTA39 Nina
This is information is simply priceless it captures everything about sales
Glad that you liked it. Thanks for watching ❤😊 #Believe - Dondon
Apple used footage/status of things that's not theirs and applied to their product. Their values certainly didn't change.
+dans15 no no they didn't. That's the magic of this ad. They didn't apply it to their product at all. They played different images, played an audio track and connected them all together. It was you.. that in your mind put those images together with the Apple brand. That's the genius of it. You brainwashed yourself.
"Even a great brand needs investments and caring." ~ Steve Jobs. #RGM
Thanks for posting the quote and for watching Japreme. :) #BelieveNation #BTA369 Shine
This was the best thing i've watched all year!
+Nick Anton Yay.. thanks. #BTA127 Nina
Grand Video!I really love it! It assisted me a lot!
Glad you enjoyed it. #Believe :) #BTA1453 Veljko
After he died he changed his name to Stiff Jobs
Thanks for watching. #BTA261 Shine
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asdf thunk
be quiet. a man is dead..
Disrespecting a man that is dead is more your style. fuck-nut. your joke was not even close to funny! not even humorous to anyone but 3rd grade kids. downright bad. good luck surfing for a way to feel relivant. Hey, i met your cousin ;lkj. He is just as unoriginal as you!
Great information! Thank you for sharing :).
Glad you liked it Rick. Thanks for watching! :) #BTA422 Shine
Very moving and what a smart and creative mind.
Sonya Renteria Thanks for watching :)Cheers,Nina C
Elevated Video! Thank you
Thanks for watching Roger #Believe :) #BTA1588 Veljko
Complete Video!I really like it! It helped me a lot!
Thanks for watching Rolf #Believe :) #BTA1588 Veljko
Complete Video! Very interesting and informative video.
Glad you liked it, thanks for watching #Believe :) #BTA1556 Veljko
Majestic Video! Fantastic job on this video.
Thanks for watching #Believe :) #BTA1572 Veljko
Elevated Video! Very glad I checked it out.
Glad you like it #Believe :) #BTA1466 Veljko
I love this. A brilliant approach to the concept of marketing.
+94Lockdown20 Thanks for watching. :) #BTA86 Ivan
Fantastic Video! Great work.
Thank you! #Believe :) #BTA1466 Veljko
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Thanks for watching, glad you liked it #Believe :) #BTA1506 Veljko
Impressive Video! Great work.
Grand Video! Great work.
Thanks for watching #Believe :) #BTA1550 Veljko
Powerful words from the great Steve Jobs. He's right, even a great brand needs to maintain its standing. This applies to all businesses, big or small. I couldn't agree more when he said that marketing is about values, .
+iConcepts Marketing Thanks for watching :). #BTA25 Nina
Enormous Video! Thank you
Glad you liked it #Believe :) #BTA1525 Veljko
Heroic Video! Thank you
Thanks for watching #Believe :) #BTA1466 Veljko
What a fantastic Video! Great work.
Glad you enjoyed it. #Believe :) #BTA1453 Veljko
Great Video .Nice one Evan
Glad you liked it Musithe. :) Thanks for watching! #BelieveNation #BTA548 Shine
Wow! We so much to unlearn and relearn. This is one of the best clips we've seen on marketing.
WebEasy Tell me about it :)
Incredible hey Evan? So inspiring.
Downright Video! Fantastic job on this video.
Thanks for watching #Believe :) #BTA1506 Veljko
Very helpful and useful information.
Thanks for watching #Believe :) #BTA1516 Veljko
WOW EVAN YOUR WORK IS AMAZING!!! THANK YOU TO KEEP HELPING US TO BE GREAT IN EVERYTHING GOD BLESS YOU ALWAYS!!!!
+Balagu Babala Nice! Glad you like it. :) #BTA62 Ivan
Definitely agree,the core values of a company should not change cause it totally changes the perspective of the motto.
Chui Media :). Thanks for watching. #BTA39 Nina c
Terrific Video!I really like it! It helped me a lot!
Thanks for watching Rolf #Believe :) #BTA1551 Veljko
Excessive Video! Great work.
Glad you enjoyed it :) #BTA1453 Veljko
Good video, thank you man
Glad you like it :) #BTA1447 Veljko
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Glad you enjoyed it #Believe :) #BTA1517 Veljko
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Glad you like it #Believe :) #BTA1453 Veljko
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Thanks for watching #Believe :) #BTA1517 Veljko
Enjoyed the information on your video. Thanks.
Glad you enjoyed it. :) Thank you very much for watching! #BelieveNation #BTA313 Shine
Serious Video!I really love it! It helped me a lot!
Thanks for watching Rolf #Believe :) #BTA1525 Veljko
Distinguished Video! Thank you
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Thanks for watching :) #BTA825 Luka
Very helpful and useful information
Glad to know that Jenifer, thank you for watching. 😊 #Believe - Feb (from Evan's team)
Thanks for posting :)
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Thanks for watching :) #BTA1444 Veljko
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What a great vid. Hope to see more. Subscribed!
Glad you enjoyed it, welcome aboard! #Believe :) #BTA1542 Veljko
You're right a must watch video
Thanks for watching :) #BTA967 Luka