Jobs genius on marketing

Bloody hell! I’ve blogged. Nobody is more surprised than me.

Obviously and understandably there’s been a tsunami of Steve Jobs-related tweeting and blogging over the last couple of days. It’s obviously very sad. It’s sad that cancer cares not for success, or vision, or genius, or money. It’s indiscriminate like that. It’s very sad when anyone is taken from their friends, family and fans before their time. But thankfully for those of us who love using Apple products, Jobs churned through a fair amount of stuff in his 56 years.

I came across this video via the W+K blog last night, and it’s one I can’t remember seeing before. It’s the late 90s and Jobs is giving his views on branding and marketing. In essence, he’s saying that marketing should be based on core values of a company; values which don’t really change over time. A couple of things struck me while watching the video:

1) How many CEOs could be as engaging and genuinely passionate about their company’s values? Indeed, how many have such a clear perspective of what those values are?

2) How many CEOs would be happy to speak for five minutes about the philosophy behind their latest TV ad?

TV ads aren’t cheap things to produce and run. They’re big bets for most companies. It’d be nice if each one were created with the same amount of thought, passion and belief.

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