1. Stand For Something
In 1977, Apple laid down their principles.
It was labeled "The Apple Marketing Philosophy."
It laid the ground for everything they stood for.
Empathy - Understanding People
Focus - Do few things well
Impute - Great
2. A Great Product Is Great Marketing
A great product markets itself
Jobs knew good brands were built on great products.
Each time a product was released -- excellence was expected.
This made the value of Apple's products evident to consumers.
3. Sell An Idea or Status
Steve Jobs was an innovator who moved the world forward.
This was also the idea/status Apple sold.
People who use Apple products can also move the world forward.
4. And Sell What The Product Does For People
Steve Jobs never sold the product.