Advertising Quote by Walter Isaacson
““Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, 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." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.””
About This Quote
Source Book: Steve Jobs, 2011
Apple’s brand celebrates creative potential over technical specs, reminding people of their own creative identity.
In simple terms: Apple focuses on creativity, not hardware.
Key Takeaway
Embrace creativity in your work.
Themes
creativity
brand identity
inspiration
technology
self‑discovery
Mood
inspirational
reflective
Type
marketing
philosophical
When to use this quote
- product development
- personal projects
- team building
- brand strategy
Key Concepts
marketing
design thinking
innovation
Questions to Reflect On
- How can you inspire creativity in others?
- What does your personal hero represent?
A Different Perspective
Focusing on creativity may overlook practical performance needs.
