---
title: "Video: Steve Jobs marketing strategy to turn around Apple"
description: In 1997 Steve Jobs returned to a failing Apple Computer to turn it around. His first job was to reposition Apple from away from the recent product fa
---

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# The Josh Gordon Group blog

# Video: Steve Jobs marketing strategy to turn around Apple

Posted by [Josh Gordon](https://www.joshgordon.com/blog/author/josh-gordon) on Thu, Jan 24, 2013 @ 07:01 AM

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In 1997 Steve Jobs returned to a failing Apple Computer to turn it around. His first job was to come up with a marketing strategy to reposition Apple from away from the recent product failure of the Apple Newton, low cost competitors, and widely publicized falling sales. In this rare video Jobs explains how a proposed “Think Different” advertising campaign could start to return Apple to profitability and success. Jobs references the “Got Milk” campaign and Nike branding as he explains how branding works and how this campaign will turn the Apple brand around.

PS...it worked.

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