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Marketing Examples - Marketing Examples #041

January 1983. Apple finish production of their new computer, Lisa. 
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#041 - How Steve Jobs clarified Apple's message
(Copywriting • 1min • Read on website)
January 1983. Apple finish production of their new computer, Lisa.
Steve Jobs launches it with a nine-page ad in the New York Times.
It's nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.
Apple 1983 New York Times ad
Fourteen years later, Steve Jobs returns to Apple.
In his first campaign back he went from nine pages in the New York Times to two words on billboards across America: Think different.
Apple Think Differnt: Moon landing
There would be no computers in the ads. No technical jargon. No noise.
Jobs realised that people don't buy the best product. They buy the best story. So that's what he sold:
You see greatness. You want to emulate it. Apple is how you get there.
Steve Jobs storyteller
It's a simple story. Light on calories. And it stuck.
The campaign ran for 5 years. And is credited for turning Apple's fortunes around.
Credit to the book “Building a StoryBrand” where this one comes from.
Sponsored by
Exploding topics. They run a great newsletter where they share all the latest trends before they go mainstream. I'm subscribed. It's good stuff!
Thanks for reading, stay safe — Harry
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