PR Advice To Go: Steve Jobs on Communicating Corporate Values

If you own an iPhone, iPad or Mac, it may be hard to recall that in 1997, Apple computers were maligned as a “toy” that was aimed at the creative community.  But watch this seven-minute video to hear Steve Jobs describe how his company developed the landmark brand marketing campaign, “Think Different.”

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The huge amount of PR from “Think Different” began to turn the tide of public opinion.  Jobs describes expressing Apple’s corporate values in a way that captures the attention, minds and hearts of prospective customers.

The sound and video quality of this clip is a bit uneven, but the message is worth watching.

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