Jobs in-house speech

To me, marketing are about values!
This was a very complicated world, it's very noisy world, and we ' re not going to get a chance to get people to remember MUC H about Us, no company is!    And so, we had to be really clear on the what we want them to know about us. 。
Now Apple, fortunately, are one of Half-a-dozen best brands in the whole world, right up there with NIKE, DISNEY, COKE, SON Y, it's one of the greats of the greats, not just in this country, and all around the globe.
But.. Even a great brand needs investment and caring, if its going to retain it ' s relevance and vitality.
And the Apple brand have clearly suffered from neglect in the "the last few years, and we need to bring it back!
The the-to-do-is-not-talk-about speeds and fees.
It's not the talk about bits and Mega-hertz.
It's not the talk of why we're better than Windows.
The dairy industry tried for all years to convince the milk is good for you, it's a lie, but they tired anyway! And the sales were falling.
And then they tried "got Milk" and the sales went up.
Got milk wasn ' t even talking about the product.
In fact, it focuses on the absence of the product.
But.. The best example of any, and one of the greatest jobs of marketing that the universe have ever seen, is NIKE. Remember, NIKE sells a commodity, they sell shoes!! And yet, when your think of NIKE, you feel something different than a shoe company, in their ADS, as you know, they don ' t E Ver talk on the product, they don ' t ever tell their air soles, and why they is better than Reebok ' s air sole S.
What does NIKE does in their advertising?
They honor great athletes. And they honor great athletics.
That's who they is, that's that's that they is about!
Apple spends a fortune on advertising, you ' d never konw it. You ' d never know it.
So.. When I got here, Apple just fired their agency, and there is a competition with all agencies that. You know. Four years from now we would pick one. And we blew that up and we hired Chiat/day, the ad agency that I am fortunate enough to work with years ago and created S Ome aware winning work, including the commercial voted the best AD ever made, 1984 (by advertising professionals).
And, we started wokring about eight weeks ago, and the question we asked were: "Our customers want to know who is Apple and What's it that we stand for, where does we fit in the This world? "
What are we ' re about isn ' t making boxes for people to get their jobs did, althought we do this well.
We do this better than almost anybody, in some cases, but apples are about something more than that!
APPLE at the core. Its core value, was that, we believe this people with passion, can change the world for the better, and that's what we believe .
And we have had the opportunity to work with people like that we've had the opportynity to work with people like you; With software developers, with customers, who has done it, in some big, and some small ways! And we believe that, the people can change it for the better.
And that those people who is crazy enough to think so they can chage the world is the ones that actually do!
And so, what are we ' re going to does in our first brand marketing campaign in several years, are to get back to that core value! A lot of things has changed.
The different place than where it was a decade ago.
And Apple is totally different, and Apple's place in it are totally different, and believe me, the products, and the Distri Butions strategy and the manufacturing is totally different, and we understand that.
But values and core values those things shouldn ' t, the things that Apple believed in it ' s core is the same thin GS Apple really stands for today.
And so we wanted to find a A-communicate this and the what has been something that I am very moved by.
It honors those people who has changed the world, some of them is living, some of them is not, and the ones that aren ' t , as you'll see, you'll konw, that if they ever used a computer, it would has been a mac! "
The theme of the campaign is "think Different", it's honoring the people who think different and move this world forward, And it is what we were about, it touches the soul of this company.
So-i am gonna go ahead and roll it, and I hope so you feel the same the how it I do!