Steve Jobs on Think Different: Apple’s brand values

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... ... ... ... ... ... ...

... ... ... ... ... ... the الدين الامィس تُو I know that some people will criticize us for not talking about all these things why we have better plug-and-play, but we have to let people know who Apple is and why it is still relevant in this world.

And I think it will be pretty good work. We start this campaign on Sunday in a pretty poetic way. The wonderful world of Disney starts new on ABC. And the first thing they show this Sunday evening, I think it's at 7 p.m., is the network premiere of Toy Story. We will have two 60-second spots. This commercial will run twice, once in the first hour and once in the second hour. We will then switch to some newspaper ads in the Journal of the Times, the Mercury, the Examiner, USA Today, which really represent the manifesto, the words. And then I'll show you what's going to happen in two weeks.

We have phenomenal print ads. This ad will run almost throughout October on TV. And then we'll bring out phenomenal print ads in a few weeks. And then we'll bring out phenomenal print ads in a few weeks. We have some incredible poster walls. And we even paint huge walls in about five or six big cities. Before I show you this, I would like to point out that these days you need the express permission of these people, whether they are alive or dead, either from themselves or from their relatives. Almost all of these people have never appeared in an ad and would never have done it before we asked them. I received permission from Yoko Ono a few days ago to use John.

It was an incredibly moving experience for me that these people, both the living and the dead, and their relatives, Apple, so much appreciate that they were ready to allow us to do this. I don't think there are other companies in the world that could have implemented this campaign. And that is something very special for me. I have a video bank here with some of the print and external advertising materials. If you could play it briefly, I would like you to get a feeling for it. This is an example of a print ad that you can see on the back of a magazine.

This was a picture of Tom Warner that they had never released before. Martha Graham. Thomas Edison. Alfred Hitler. You can't see it on the video, but these pictures are just breathtaking. Take a look at this external advertising by Muhammad Ali. All of these things will be released in the next two weeks.

Thank you. Do you know who this is? Rosa Parks. There will be five buses that drive around in five big cities. This is what we do. We have worked hard in the last few days and nights to complete this, but it is the best work I have seen in a long time.

I think it is the best work Apple has ever done. Advertising is not everything. We have some incredibly exciting product announcements coming up soon. Some incredibly exciting things will happen in the next 90 to 120 days in general. I appreciate the effort of everyone here and the people outside this room who bring this company back on track. This company will definitely recover. In fact, I think the question is no longer whether we can save Apple. That would probably be the price of consolation. I think the question is whether we can make Apple really big again. Thank you for your time. Hello everyone.

Most of you have heard the news. We are working for Apple Computer again. Sorry. It is an incredibly fun opportunity to work with Steve Jobs, who founded this company. And I think he has a divine mission to prove that the people who took the company away from him, did not understand them and made mistakes. And now that he is back, he probably does not wish to see Apple become one of the most discussed brands in the world again. And that is also the reason why I am so excited to be able to take part in it. No. You talked about conducting a review at Apple.

And we basically decided against it when it was the marketing team that had looked after Apple for the last one or two years. Because I had the feeling that they were desperate. And it would be as if you were booking a passage on the Titanic. But I think Steve Jobs is one of the most amazing people I have ever worked with. And he has a real chance to make this brand famous and great again. And in this respect, I think we will have a really good opportunity not only to capture and articulate what Apple, the brand and the products are in America, but I also believe that it would make a lot of sense if you would use TBWA all over the world to articulate the brand and its personality.

I think that will make our company far ahead. If we take one of these beautiful symbols, you already know, the striped apple and make it important and famous all over the world, I take this band for our offices in many parts of the world so that they understand what we have been talking about with Apple so far. So that they have a lead when they meet with the representatives of Apple in Europe, South Africa, Asia, Australia or wherever. I think we have found a way of thinking about Apple that is on the one hand in line with the company and the spirit of what Steve Jobs intended to do when he founded Apple and which, in my opinion, can also be transferred well to many different cultures.

When Steve Apple founded, his vision was that a computer, a tool, should help you think, help you create, help you imagine things and do things. He called it a bike for the mind. Today, with the spread of PCs and Windows, it is becoming a very... You know... The reality is that there is a tool in every office, but it is rather a glorified typewriter, computer or information system instead of a tool that helps you think, imagine and be creative.

With that, Macintosh has always been a tool that helps you think, imagine and be creative. And Apple from the beginning always aimed at creating tools that could do much more than just processing information. I think Apple's future lies in dedicating itself to creative people, the thinkers, the ideas givers in business, in art, in graphic design and in film. To dedicate the brand to the creative thinkers who wish for a tool that allows them to be better through its intuitive user interface than they would be without this tool, without complicating their lives.

Apple has a real right to exist. The Macintosh is a tool for creative people, a real living space. Creative people swear, at least in this country, on the Macintosh. The graphic designers, the filmmakers, the editors, the web designers, the video game developers and even the creative business people who create presentations and try to represent their thinking graphically, really believe in the Macintosh and in Apple, the machine. And there are some really impressive, famous personalities who swear on the Macintosh and Apple and believe that it is a tool that they absolutely need.

But in America, our first task is to get people to believe in Apple again, that it is this great company and the tools are those great instruments on which the company was founded. And to convince people again in this country that they will not go bankrupt and will not stop building the Macintosh, but that they will actually find their way back to themselves, discover their soul and their means again. The first task of advertising is to celebrate the fact that Apple understands why it exists, for whom they build these tools and to appreciate the creativity of the people who basically love these machines.

Therefore, according to the positioning of the Apple brand, as we put it, tools for creative minds. And that leaves completely open where the journey could go in the future, as far as the type of tools they develop for these creative minds are concerned, they will want to use the Macintosh today. Whether it is a new operating system or a better software, whatever it is in the future, if Apple continues to focus on the more creative thinkers in our society, it is a beautiful, great and special niche. Because if you can occupy it, who would not prefer to see himself as a creative thinker instead of just a simple worker?

Who would not prefer to see himself as a creative thinker instead of just a simple worker? Therefore, I would like to believe that this is rather a huge niche than a small one that the Apple brand can occupy. Creative people, ideas givers, have a Macintosh on their desktop or carry a PowerBook in their backpack or an airplane with them. The normal workers of our society carry a Compaq or an IBM with them and already know how to cope with Windows and are satisfied with it. Tools for creative minds. Therefore, it is our strategy to do everything in our power, not to act like a computer company, but to celebrate creativity and individuality in all of us.

Whether it is the people who do amazing things today in the world, the people who have changed the world in our history, or the next generation, the children who will potentially change the world even more. We are committed to creating tools for these people. As you can see, I am quite enthusiastic and passionate about it. This is a brand where you have to be emotionally involved in my opinion to do the work that has to be done for you. I know that the brand is in different parts of the world in different stages of development. I know that in Scandinavia no one knows the problems that we have in America with Apple, Windows and Macintosh.

Apple is very successful there. In Japan, Apple has an incredible status as a great brand. In fact, I think that it is very annoying about any kind of relationship between Apple and Microsoft, because they consider Apple in Japan and in each of your countries as something very special. I think we have to evaluate first where the brand Apple stands today. But ultimately, I believe in the idea that we will celebrate that Apple is there for people who look out over the edge of the table, who look at the world differently and will probably change it. Apple is for people who think differently.

It will be an idea that can have a place in many parts of the world if we celebrate the most creative thinkers all over the world and basically claim to be a tool for exactly this kind of people. I believe that this will give Apple a very special place. So we are sending you some ideas that we have developed for a first outdoor advertising campaign that should bring people to rethink the brand Apple. We have sent a few video posts that we have created. They are not advertising spots, but they were made to celebrate the brand Apple and Steve Jobs' vision, what Apple should stand for.

And it was actually part of what he used in his speech at the Macworld in Boston, which I don't know how it was in other parts of the world, but in America on the headline. Every newspaper stand found out that Steve Jobs had the saying again about Apple and redefined the vision for Apple. So we are getting into this at an incredibly exciting time. The elements of what we have already presented to you are a strategy paper. And some of the works will hopefully put you in the position to talk to the Apple people in your part of the world about where Apple is developing in America and what Steve Jobs expects from the Apple brand.

It is his child and he wants to see how it grows into a great adult. Because it had a very difficult youth with perhaps not the best care by the people who were there. Steve and I wish nothing more than to make Apple one of the most impressive brands in the world. It would be one of the greatest achievements in Steve's life. And I think it would be a huge achievement for this agency and for all of us to contribute to bringing it back on the map. So today I'm wearing my Apple T-shirt. The idea that you will see in all the videos is Think Different.

Think Different is the idea for the Apple brand and take it. See how it fits in your part of the world and try to make the people who work at Apple in other parts of the world as passionate as we are here in California. And we can have a lot of fun working for this company. So good luck. Peter Kadamedis will try to help to accompany this. We are available in LA. Even Jessica Schmahn, Lori Coutts, if we can do anything to help you when you start talking to Apple customers in different parts of the world.

This is a kind of long stream of consciousness. So I hope it made sense. But it seemed to be a better way than to write it all down on paper with all the stuff we put in this thing. Hopefully you get a good picture of what we have to do next. It's going to be fun. There's always something interesting going on. We will never survive. We will never survive.

If we're not a little bit... ...crazy. Oh no, I'll never survive. Do you understand? Unless we become a little bit active. No, no, no. I'll never survive. I'm afraid. It's not crazy to take care of a bunch of people.

A bunch of people, just... ...crazy. This is the spot for which we had a... ...rough idea, because we thought... ...the return of Steve Jobs to the company would be an important message. In fact, Steve got so many messages and so much attention when he went to Boston to the Macworld...

...that we didn't have to make this spot, but we thought you'd like to see it. There were these two guys, one named Wozniak and one named Jobs... ...who met in a garage and decided to create something special. The first personal computer. Nobody thought the idea would work, but they did. So they founded a company and called it Apple. It was a simple name, but that's exactly what their company was about. So it was perfect. According to the legend, they gave their logo rainbow colors because they knew that Apple was their pot of gold. But in reality they only did it because they thought it looked cool. Anyway, before you knew it, these two guys and their company became famous... ...and people all over the world were able to do incredible things that had never been done before.

Over the years, the company grew big, the two men became rich and left them. The company continued to develop amazing computers... ...and while a body changes, the soul often stays the same. Since then, Wozniak has switched to teaching school children. As far as Jobs is concerned, he has just returned home. Apple thinks differently. Apple thinks differently. To the crazy, the outsiders, the rebels, the restless, the... ...round...

...flakes in the square holes... ...who see things differently. They don't like rules and have no respect for the status quo. You can quote them, contradict them, glorify them or condemn them. You just can't ignore them. Because they change things. They bring humanity forward. And while some think they are crazy, we see genius. We see people who are crazy enough to believe they could change the world... ...by doing it. The world is changing. The world is changing.

Some people think the Pentium 2 is the fastest processor in the world. Not quite. The chip in every new Power Macintosh G3 is twice as fast. The chip in every new Power Macintosh G3 is twice as fast. Apple Computer wants to apologize for publicly grilling the Pentium 2 processor. But it stays the same. The chip in every new Power Macintosh G3 is twice as fast. There is a time and a place for subtlety.

This is definitely not the time... ...or the place for it. Because the entire world of Pentium notebooks... ...was just flattened by a device with a twice as fast chip. The PC... ...eternally complicated... ...extremely... ...cabled... ...physically... ...completely... ...especially expensive. Oh, and then there is the new iMac...

...which is so unobtrusive... Three simple steps to the Internet... Step 1. Plug in. Step 2. Connect. Step 3. There is no step 3. There is no step 3! Step 4.

You get tired. You are fed up that everything is slow... ...complicated... ...and confusing. What you want... ...is a mouse click into the Internet. Step 5. Connect. Two paths led to the Internet. And I took... ...the faster... ...simpler... ...cheaper...

...and much more colorful. And that made all the difference. Step 6. Connect. Step 7. Connect. That's crazy!

That's crazy! That's crazy!