The Josh Gordon Group blog

Video: Steve Jobs marketing strategy to turn around Apple

Posted by Josh Gordon on Thu, Jan 24, 2013 @ 07:01 AM

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.

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Topics: B2B marketing, motivating customers, marketing strategy, B2B technology marketing, advertising, media plan

Does your current media plan reach new customers?

Posted by Josh Gordon on Mon, Jun 18, 2012 @ 08:06 AM

In today's highly fragmented communications environment your company’s media choices can become a self-fulfilling prophecy.

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Topics: new custoerms, new business, non-customers, e-newsletter, advertising, media plan, existing customers