In 1997 Steve Jobs returned to Apple after having been fired by John Skulley (he's still a powerhouse) a decade prior. Jobs went on to found Next and Pixar, no slouch he. Among his first acts when he returned to Apple was to replace its ad agency with Chiat Day with whom Apple launched its campaign “Think Different”.

Below is a video of the master sharing his new corporate branding vision with his team. The tv and print ads, along with Jobs’ intro remarks to his team, are all you need to understand how marketing works: what are your core values and who cares?

Take a look: https://lnkd.in/e3Na39MH

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