Steven Jobs "Think Different" Marketing Presentation

Season 2 | Episode 6

As Apple was failing in the mid 1990’s, Steve Jobs came back to the company to try to turn things around. And he did in a major way. One of the first priorities for Jobs was to re-introduce Apple to the market. This rebrand was a critical part of the equation for success because it set Apple on the right track during a time when it desperately needed leadership.

The “Think Different” campaign was launched as a result. In this internal speech given to the team by Jobs himself, he outlines the strategy and goals of this campaign, as well as the thought processes behind it. It’s a rare and interesting look at what went into creating such a massive and successful brand.