There are plenty of articles (even a whole issue of BusinessWeek) paying tribute to Steve Jobs this week. As much as we respect Jobs, we weren’t going to join the chorus because we didn’t have anything new or specific to marketing to say. Then we found this 1997 video of Steve Jobs talking to Apple staff. Jobs had recently returned to the company he founded (he was booted in 1985).
In the video Jobs explains what he thinks “marketing” is — actually explaining positioning — and introduces the new “Think Different” campaign (for a higher quality version of the ad click click here).
“To me, marketing is about values,” he said. “This is a very complicated world, a very noisy world and we’re not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want people to know about us.”
You might want to provide some context for your students — most of them being only 5 or 6 at that time. Our students know the successful Apple of today — but Jobs returned to a company crippled by years of losses and record low stock prices. Apple’s market share in computers was less than 5% (it now may be over 15% based on recent numbers), there were no iPods, iPads, or iPhones.
This might be a nice addition when you cover positioning or advertising. It might be interesting to ask if this type of positioning works best for certain types of products, and if so, for what type of product. We also posted this at Learn the 4 Ps.