“Marketing is about values. This is a very complicated world. It’s a very noisy world and we’re not gonna get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.
Now Apple, fortunately, is one of the 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 is relevance and vitality. The Apple brand has 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 feeds. It’s not to talk about mips and megahertz. It’s not to talk about why we’re better than windows. The dairy industry tried to convince you for twenty years that milk was good for you. It’s a lie, bt they tried anyway. The sales were going like this [gestures down], then they tried ‘Got Milk?’ and the sales did this [gestures up]. ‘Got Milk?’ doesn’t even talk about the product, matter of 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 yes, 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 never tell you about their Air soles, or why they’re better than Reebok’s air soles. What does Nike do in it’s advertising? They honour great athletes and they honour great athletics. That’s who they are, that’s what they’re about.”
I love this clip of Jobs, I watch it often as it’s littered with so many great insights. But what really stands out here is a couple of great examples about how to market effectively. Not to focus on ‘speeds & feeds’ but to try and make you feel something. It’s the same way Google wants to market too, ‘show don’t tell’.
This classic clip - where Microsoft playfully satirised themselves, visualising how they would have marketed the iPod - perfectly expresses a counterpoint to Jobs’ vision for marketing, with Apple’s beautiful and minimalist packaging being replaced with Microsoft's stickers and charts.
Speeds & feeds vs a feeling.