Defense

Losing a Brand Builder

6 Oct , 2011  

Yesterday we lost one of the great brand builders of our time. Steve Jobs was a master in terms of design and technology. He was also an exceptionally gifted brand manager.

Jobs did four things incredibly well in terms of branding.

Perhaps most importantly, he believed that branding and marketing mattered. Under his leadership Apple consistently invested in advertising and this focus never wavered.

Jobs focused on the long-term. Apple didn’t do a lot of short-term price promotions, launch a ton of mediocre new products, or cut back on brand building when times were tough. The focus was always on building a brand that would endure.

Jobs also paid attention to details. He cared how things looked and felt, and worked hard to make sure that everything about Apple supported the brand. This focus on execution mattered.

Finally, Jobs believed in great creative, running a series of powerful campaigns over the years, including one of my favorite advertising campaigns of all time.

[youtube=https://www.youtube.com/watch?v=GQb_Q8WRL_g]


Leave a Reply

Archives

Conversation Across the Site

  • David Rose { This sounds very very difficult. You put alot of energy into it and obviosly care. I would suggest you focus on the room and let... }
  • M E Lesniak { I think you picked the wrong hill to stand on. You work at one of the most expensive degree factories in the country and I’m... }
  • Stephen Calkins { Forgiveness based on income? What if it is a wealthy family that figured borrowing cheaply was a good deal, but there is massive wealth? What... }
  • Todd Holscher { Transparency in pricing is a very good idea. Students will still susceptible to the influence of marketing and advertising by colleges, but it’s the right... }
  • Emita Hill { Vast sums of money. Alternatively provide more support to state schools so they can lower tuition and maybe to privates strictly for scholarships. }
  • David Rose { Tim, I dont think your views are balanced. You obviously are being paid by these loans. The money has been given to your university and... }
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.