One of the first things that Steve Jobs did after taking over as Apple’s interim CEO in 1997 is to get Apple back on track with their branding. In this short presentation from ‘97, Jobs talks about branding & Apple’s core values and introduces the Think Different campaign.
[It] might be one of the best five minute explanations of good branding out there.
I wasn’t even a Mac user in '97 (I was all of 14) but I had a bunch of these “Think Different” posters on my wall. (I had the Miles Davis one taped to my piano.) Brilliant campaign.
Kottke makes a great point: notice how Apple shows nothing *but* the product in its current ads for the iPhone and iPad.
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