Marketing is about Values
“Marketing is about values.” — Steve Jobs
And branding, when it’s really done well, doesn’t talk about the product at all. There are a lot of definitions for branding out there — the one I’ve landed on in recent years is “who you are, what you stand for, and what you promise to deliver.”
Here’s Steve Jobs in 1997, shortly after rejoining Apple, talking about branding done right. You don’t often hear this, even today.
Update: Link above now blocked by You Tube, but I think you can still see the talk here.
And, here’s the campaign that was the result of this type of thinking: Think Different – again, from 1997.