The year 1997 marked the return of Steve Jobs to Apple and a paradigm shift in the way World thought of what branding meant. Jobs simply changed the playing field. Till then people played with branding :
1. To make promises.
2. To display prices
What was not touched:
1. Customer Satisfaction
2. Customer Usage
Customer Delight would have been a far thought for sure.
Jobs merged the way business software thought, a man thought, a woman's desire and a child's playful innocence into branding. Jobs brand was associated with emotions and passion. The times changed to doing business with a vision and letting the customer know the passion.
He focused to tell :
No Strategy,
No Segmenting,
No technology
No Psychological Insight - can ever deliver a great brand. This is very true. I remember many people buying Apple products, simply driven by the desire to own an Apple device.
Jobs as a management topic, can be a bad example. Why ? Because Jobs broke conventions and did some really amazing things. This article of Jobs is here to simply exemplify the fact that nothing worth while was ever achieved without passion.
Let me leave you with a thought here. I am still thinking after reading the following line : " Jobs focused on the cart, yet even today, most marketers confuse it for the horse".
Source: http://www.entrepreneur.com/article/232291
