In 1997, Steve Jobs told employees: Nike sells shoes, yet inspires millions
In a 1997 town hall, Steve Jobs used Nike's marketing strategy as a blueprint for revitalizing Apple's brand. He argued that Apple should focus on selling an identity and inspiration rather than technical specifications, a philosophy that led to the 'Think Different' campaign.
Why it matters
This historical account provides insight into the branding strategies that transformed Apple into a global powerhouse and remains a foundational case study in business marketing.
When Steve Jobs returned to Apple in 1997, 11 years after he was forced out of the company he co-founded, one of his first priorities was not just fixing Apple's products but rebuilding its brand. During a staff town hall then, Steve Jobs pointed to Nike as what he called one of the world's best marketing examples. Although Nike "sells shoes," he said people associate the company with something much bigger than its products. Jobs also used that example to explain why Apple should stop focusing only on technical specifications and instead tell customers what the company stands for. His thinking later shaped Apple's iconic "Think Different" campaign.Steve Jobs praised Nike's marketing strategyAddressing Apple employees, Jobs said the company's brand had weakened during the years he was away and needed to be rebuilt. "The Apple brand has clearly suffered from neglect," Jobs said.
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