Steve Jobs Urged Apple to Market Values Like Nike, Not Just Products
After rejoining Apple in 1997, more than a decade after his 1985 dismissal, Steve Jobs focused on reinventing the company's brand. He looked to Nike's advertising approach, which stressed values over the products themselves. Jobs said Apple's central belief lies in passionate people capable of driving positive change. He also stressed that clear communication matters in a crowded marketplace where companies compete for attention.
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