Great Human Branding
I was planning to write this post, and then the great man himself prompted me to do so by resigning as the CEO of Apple yesterday.
I have been watching Steve Jobs for the past 15 years and am intrigued by his celebrity. In particular I have admired how well he has managed the brand that is himself.
In fact you could neatly box him into a brand key, onion, funnel or whatever your brand object of choice is……
Brand livery: His ubiquitous glasses, stubble, black turtleneck, jeans and sneakers uniform
Brand personality: Delivered in a clear personal style of presentation
The reasons to believe: He has consistently brought great products to market
I can only imagine that he knew that he had successfully created a Steve Jobs brand when he used Noah Wyle (playing Steve Jobs) as his warm-up act, way back in 1999.
And finally, his brand essence. When you watch the Think Different advert, first seen nearly 15 years ago, you have to think that its ‘believe in making the impossible possible’ philosophy neatly reflects the consistent philosophy of Steve Jobs since the advent of Apple.
Still love it!
