I recently found this video of Steve Jobs talking about why Apple created the Think Different campaign before it’s launch in 1997. In just 5 minute Steve lays out the core of what branding is all about and shows a mastery of the concept that dwarfs anyone else I have ever heard speak on the subject. This is the roadmap to why Apple became such a powerhouse brand and I want to make every client and every brand I can get my hands on watch it repeatedly.
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