DLYohn Steve Jobs on Brand-building
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DLYohn Steve Jobs on Brand-building

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brand-building insights from Walter Isaacson’s biography of Steve Jobs

brand-building insights from Walter Isaacson’s biography of Steve Jobs

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DLYohn Steve Jobs on Brand-building DLYohn Steve Jobs on Brand-building Presentation Transcript

  • Steve JobsonBrand-building denise lee yohn
  • Walter Isaacson‟s book, Steve Jobs, paints a revealing portrait about our generation‟s most accomplished brand-builder, Steve Jobs -- and the brand he built. Here‟s what the book teaches about brand-building:Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on brand names “I was on one of my fruitarian diets…I had just come back from the apple farm. It sounded fun, spirited, an not intimidating. Apple took the edge off the word „computer.” Plus, it would get us ahead of Atari in the phone book.”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on marketing “Markkula* wrote his principles in a The third and equally important one-pager paper titled, „The principle, awkwardly named, was apple Marketing Philosophy‟ that impute. It emphasized that stressed three points. people form an opinion about a company or product based on The first was empathy, an intimate the signals that it conveys. connection with the feelings of the customer: „We will truly „People DO judge a book by its understand their needs better cover…We may have the best than any other company.‟ product, the highest quality, the most useful software, etc.; if we The second was focus: „In order to present them in a slipshod do a good job of those things that manner, they will be perceived as we decide to do, we must slipshod; if we present them in a eliminate all of the unimportant creative, professional manner, we opportunities.‟ will impute the desired qualities.‟” *Apple investor and former CEO, Mike MarkkulaSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on launching a product “Sculley* described Pepsi‟s marketing success. The Pepsi Generation campaign, he said, sold not a product but a lifestyle and an optimistic outlook. „I think Apple‟s got a chance to create an Apple Generation.‟ Jobs enthusiastically agreed…The ability to turn the introduction of a new product into a moment of national excitement was, Jobs noted, what he and Regis McKenna wanted to do at Apple.” *John Sculley, former Apple CEOSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on brand campaigns “Jobs and Clow* agreed that Apple was one of the great brands of the world…but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. „This wasn‟t about processor speed or memory,‟ Jobs recalled. „It was about creativity.‟” *Lee Clow, Chairman and Global Director of TBWA Worldwide and Chief Creative Officer on the 1984 adSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on packaging “„Steve and I spend a lot of time on packaging,‟ said Ive*. „I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.‟” *Jonathan Ive, Apple‟s chief designerSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on stores “Johnson* said that the size of a store signaled the importance of the brand. „Is Apple as big of a brand as the Gap?‟ he asked. Jobs said it was much bigger. Johnson replied that its stores should therefore be bigger. „Otherwise you won‟t be relevant…The store will become the most powerful physical expression of the brand.‟” *Ron Johnson, former head of Apple retailSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on products Steve Jobs: “When our tools don‟t work, we tend to blame ourselves, for being too stupid or not reading the manual or having too-fat fingers…When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole.”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on advertising “At the end of the meeting, (Jobs) would often take Clow and his two agency colleagues…to Apple‟s closely guarded design studio to see what products were in the works… By sharing with his marketing gurus his passion for the products as they were being created, he was able to ensure that almost every ad they produced was infused with his emotion.”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on brand voice “(Jobs) had been asking for ads that were different and new, but eventually he realized he did not want to stray from what he considered the Apple voice. For him, that voice had a distinctive set of qualities: simple, declarative, clean.”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on values “For Jobs, belief in an integrated approach was a matter of righteousness. „We do these things not because we are control freaks,‟ he explained. „We do them because we want to make great products, because we care about the user, and because we like to take responsibility for the entire experience.‟”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on organizations Steve Jobs: “„You build a company that will still stand for something a generation or two from now. That‟s what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not just to make money. That‟s what I want Apple to be.‟”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • on Apple “„It‟s in Apple‟s DNA that technology alone is not enough. We believe that it‟s technology married with the humanities that yields us the result that makes our heart sing…We think we have the right architecture not just in silicon, but in our organization, to build these kinds of products.‟”Steve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.
  • get the book: Steve Jobs learn more about denise lee yohn and brand-building view more slideshows by deniseSteve Jobs on Brand-building © 2012 Denise Lee Yohn, Inc.