To me advertising's about values it is a very complex world it's an awfully noisy world and we're now not going to get a hazard to get men and women to don't forget a lot about us no company is and so we need to be fairly clear on what we want them to know about us now Apple fortunately is likely one of the 1/2-a-dozen fine manufacturers in the whole world correct up there with Nike Disney Coke Sony it is without doubt one of the satisfactory's of the grapes not just on this country however all world wide and however however even a excellent brand wishes investment and caring if it is going to maintain its relevance and vitality and the Apple manufacturer has evidently suffered from overlook in this area within the final few years and we need to bring it again the way in which to do this is not to talk about speeds and costs it is not to speak about myths and magazines it is to not speak about why you're higher than windows the dairy enterprise tried for twenty years to convince you that milk used to be just right for you it's a lie but they are trying it anyway and the revenue had been going like this and then they tried obtained milk and the income are going like this acquired milk the object to talk about apartment however that center of attention is on the absence of the product however-but-but the best example of all and and some of the finest jobs of of advertising and marketing and though if the universe has ever visible as Nike do not forget Nike sells a commodity they sell sneakers and but whilst you believe of Nike you consider something exceptional than a shoe corporation and their ads as you understand they do not ever talk concerning the product they don't ever tell you about their soils and why they are higher than Reebok their souls where's Nike doing their advertising they they honor quality athletes they usually honor best athletics that's who they are that's what they are about Apple spends a fortune on advertising you would certainly not know it you on no account recognize so after I acquired right here we Apple simply fired their company we're doing a competition with 23 companies that you realize for years don't forget choose one and we blew that up and we we employed Shaddai the advert agency that I was once lucky enough to work with years ago we created some award-winning work including the business voted the fine dad ever made 1984 by means of promoting experts and we began working about eight weeks ago and what we the question they asked was our shoppers wish to comprehend who's Apple and what is it that we stand for where will we fit on this world and what we're about isn't making packing containers for humans to get their job finished even though we do this well we do that higher than just about any one in some circumstances however apples about some thing more than that Apple on the core its core values is that we consider that individuals with passion can trade the sector for the simpler that's what we feel and we've had the opportunity to work with humans like that we've got had an possibility work with individuals like me with program developers with purchasers who have performed it in some significant in some small approaches and we think that in this world folks can alternate it for the simpler and that those men and women which might be loopy adequate to feel they may be able to change the sector are those that surely do and so what we will do in our first brand advertising and marketing crusade in a few years is to is to get again to that core value quite a few things have modified the markets a absolutely distinct place than it was once a decade ago and apples completely unique in Apple's location in it it can be utterly different and suppose me the merchandise and the distribution systems in manufacturing are entirely special and we appreciate that the values and core values those things mustn't change the things that Apple believed in at its core are the same matters that Apple quite stands for today and so we wanted to give you the option to communicate this and what we have now is something that i am i'm very moved through it honors those men and women who have converted the sector some of them are living a few of them are however the ones that are not as you can see you know and the theme of the crusade is consider difference there may be the persons honoring the men and women who think change and who knew this world forward and it is it's what we're about it touches the soil of this manufacturer so I've under no circumstances had war with and i am hoping that you just think the identical manner about it I do years to the crazy ones The Misfits rebels troublemakers circular pegs in the rectangular holes once you see things they're not determined the foundations and they have no recognize within the fame quo that you would be able to quote them disagree with them glorify or vilify them about the only thing you can not do they change the human race ahead and even as some might even see them as the loopy ones we see genius seeing that the folks who are crazy adequate to feel they may be able to alternate the arena you
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