Introduction

The speaker introduces the topic of marketing and emphasizes the importance of values in a noisy world.

Marketing is about values

• Marketing is about values in a complicated and noisy world.

• Companies need to be clear on what they want people to know about them.

• Apple is one of the best brands globally, but it needs investment and caring to retain its relevance and vitality.

Importance of Branding

The speaker talks about how even great brands need investment and caring to remain relevant. He uses examples from Nike and dairy industry to illustrate his point.

Great brands need investment and caring

• Even great brands like Apple need investment and caring to remain relevant.

• Talking about speeds, feeds, nips, megahertz or why we are better than Windows does not help.

• Dairy industry tried for 20 years to convince people that milk was good for them, but sales were going down until they started using "Got Milk" campaign which focused on the absence of the product.

• Nike sells shoes as a commodity but their ads honor great athletes and athletics instead of talking about their products.

Apple's Advertising Strategy

The speaker talks about how Apple spends a fortune on advertising without making it obvious. He also discusses how they hired an ad agency called Chiat/Day after firing their previous agency.

Apple's advertising strategy

• Apple spends a lot on advertising without making it obvious.

• They fired their previous agency after doing a competition with 23 agencies.

• They hired Chiat/Day ad agency that created award-winning work including the commercial voted as the best ad ever made in 1984 by advertising professionals.

Core Values of Apple

The speaker talks about how Apple's core value is that people with passion can change the world for the better. He also discusses how they want to communicate this in their first brand marketing campaign.

Core values of Apple

• Apple's core value is that people with passion can change the world for the better.

• They have worked with people who have done it in big and small ways, including software developers and customers.

• In their first brand marketing campaign in several years, they want to communicate their core values.

• The theme of the campaign is "Think Different," which honors those who have changed the world.

Conclusion

The speaker talks about how he is moved by Apple's new advertising campaign and hopes that others feel the same way.

Conclusion

• The new advertising campaign honors those who think different and move the world forward.

• It touches the soul of Apple as a company.

• The speaker hopes that others feel moved by it as well.

The Importance of Change

In this section, the speaker talks about how change is important for pushing the human race forward and how some people may see those who bring about change as crazy, but they are actually geniuses.

Change is Important

• Change is necessary for progress.

• Those who bring about change are often seen as crazy.

• However, these individuals are actually geniuses who push the human race forward.