In 1997, Steve Jobs told employees: Nike sells shoes, yet inspires millions
Steve Jobs saw Nike's marketing as a prime example for Apple. He believed Nike sold inspiration, not just shoes to customers. Jobs urged Apple to focus on its core values and mission. This philosophy led to Apple's iconic "Think Different" campaign. The campaign celebrated creativity and innovation, not technical specifications.
In 1997, Steve Jobs returned to Apple, 11 years after his departure. During his first major address to employees, Jobs emphasized the importance of rebuilding Apple's brand. He drew inspiration from Nike, a company he described as one of the world's best marketing examples. Although Nike sells shoes, Jobs noted that people associate the brand with something far greater - inspiration, athleticism, and a sense of greatness.
Jobs argued that Apple needed to shift its focus from technical specifications to conveying its underlying mission and values. He pointed to Nike's advertising strategy as a prime example, emphasizing that Nike does not dwell on product features like air soles. Instead, Nike highlights athletes and the spirit of competition in its campaigns.
Inspired by Nike's approach, Jobs pushed for Apple to adopt a similar strategy. He urged the company to stop talking about processor speeds and MIPS, and instead focus on the ideas that define it. This philosophy culminated in Apple's iconic "Think Different" campaign, which celebrated creativity, innovation, and the company's broader mission rather than merely listing technical specifications.
By embracing Nike's marketing approach, Jobs aimed to restore Apple's brand image and reconnect with customers on a deeper level.
Written by urgent.news from Times of India's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
