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How Nike's marketing inspired Steve Jobs to launch Apple's 'Think Different' campaign

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In 1997, Steve Jobs addressed Apple employees using Nike as a marketing benchmark, arguing that the sportswear brand succeeded by selling inspiration rather than just footwear. He urged Apple to adopt a similar approach by anchoring its messaging in core values and mission rather than product specifications. This philosophy directly shaped the creation of Apple's iconic 'Think Different' campaign. The campaign went on to celebrate creativity and innovation, marking a pivotal shift in how Apple communicated with the world.

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How Nike's marketing inspired Steve Jobs to launch Apple's 'Think Different' campaign · ShortSingh