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A look inside Steve Jobs masterful command of branding


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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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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