Steve Jobs introduces the Think Different Campaign

Ignore the quality and concentrate on the words.  This is an amazing insight into the impetus, purpose and execution of marketing wrapped into one short speech by Steve Jobs as he rolls out the Think Different campaign to Apple staff.

After that, it’s hard to look at any marketing campaign and not try and work backwards and ask “what’s the reasoning behind the campaign”? It’s also a great tool for your staff. Next time someone asks why it is important for the client to provide all the insight into their brand and marketing, show them this video. Incredible experiences don’t just compose themselves from thin air. Like the Think Different campaign, they arise from thoughtful consideration of the intersection of client, brand, product and their overlapping aspirations and desires.