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to me marketing’s about values this is a very complicated world it’s a very noisy world and we’re not going to get a chance to get people to remember much about us no company is and so we have to be really clear on 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 Great’s of the greats not just in this country but all around the globe and but but even a great brand needs investments and caring if it’s going to retain its relevance and vitality and the Apple brand has clearly 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 fees it’s not to talk about MIPS and mega Hertz it’s not to talk about why we’re better than Windows the dairy industry tried for 20 years to convince you that milk was good for you it’s a lie but they tried anyway and the sales were going like this and then they tried got milk and the sales are going like this got milk the thing to talk about apartment that focuses on the absence of the product but but but the best example of all and and one of the greatest jobs of of marketing in the if the universe has ever seen is Nike remember Nike sells a commodity they sell shoes and yet when you think of Nike you feel something different than a shoe company and their ads as you know they don’t ever talk about the product they don’t ever tell you about their soils and why they’re better than Reebok ser so where’s Nike doing their advertising they they honor great athletes and they honor great athletics that’s who they are that’s what they are about Apple spent a fortune on advertising you’d never know it you’ve never known so when I got here you Apple just fired the agency we’re doing a competition with 23 agencies that you know four years from now we’ll pick one and we blew that up and we hired Shaddai the ad agency that I was fortunate enough to work with years ago we created some award winning work including the commercial voted the best data ever made 1984 by advertising professionals and we started working about eight weeks ago and what was the question we asked was our customers want to know who is Apple and what is it that we stand for where do we fit in this world and what we’re about isn’t making boxes for people to get their jobs done although we do that well we do that better than almost anybody in some cases but apples about something more than that Apple at the core its core value is that we believe that people if fashion can change the world for the better that’s what we believe and we’ve had the opportunity to work with people like that we’ve had an opportunity work with people like you with software developers with customers who have done it in some big in some small ways and we believe that in this world people can change it for the better and that those people that are crazy enough to think they can change the world are the ones that actually do and so what we’re going to do in our first brand marketing campaign in several years is to is to get back to that core value a lot of things have changed the markets a totally different place than it was a decade ago and apples totally different in Apple’s place in it it’s totally different and believe me the products and the distribution strategy in manufacturing a total different and we understand that but values and core values those things shouldn’t change the things that Apple believed in at its core are the same things that Apple really stands for today and so we wanted to find a way to communicate this and what we have is something that I am I’m very moved by it honors those people who have changed the world some of them are living some of them are not but the ones that aren’t as you’ll see you know that if they ever use the computer it would have been an act and the theme of the campaign is think different it’s the people honoring the people who think different and who move this world forward and it’s it is what we are about it touches the soil of this company so I’m go ahead and roll it and I hope that you feel the same way about it I used to the crazy ones the misfits rebels troublemakers round pegs in the square holes once you see things they’re not fond of rules and they have no respect the status quo you can quote them disagree with them glorify or vilify them about the only thing you can’t do change things push human race forward and while some may see them as the crazy ones we see genius is the people who are crazy enough to think they can change the world ones who do you.

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