The quick reference guide to Apple's keynotes
Think Different
DATE
Tuesday, September 23, 1997
DURATION
16 minutes
LOCATION
Apple Town Hall
AUDIENCE
Employees
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A standard definition version is available on YouTube
Dispositio
0:00
Marketing
Steve Jobs
  • Got rid of 70% of the product line, make it a lot simpler
  • 2 to 3 months of inventory in pipelines, and that will be shrunk
  • Marketing is about values
  • Posits that milk with its Got Milk ads and Nike with their ads are exemplars in marketing, and that Apple is one of the half-dozen most iconic brands in the world
  • Steve shut down the process of picking a new advertising agency, and just hired Chiat\Day
  • We believe we can change the world for the better
  • The best way to communicate this is a new campaign called Think Different
  • We Made an Ad
    We Made an Ad
    Here's to the crazy ones
  • Will air twice during the network debut of Toy Story on ABC next Sunday
  • Got permission from Yoko Ono to use imagery of John Lennon, and was really moved that all these estates were willing to cooperate
  • Shows a slideshow of print, billboard and bus shelter ads from the campaign
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