Steve Jobs - A Bright Marketing Legacy

Oct 03, 2023

This week marks the 12th anniversary of Steve Jobs’ death, but he still is (and will always be) an ever-present figure for his contribution to marketing.

Even though he is remembered for his disruptive approach to product development, when taking a closer view to his marketing strategies, we find at the core a simple conviction: to always place the customer at the center of every action.

These are 5 tips based on the Jobs’ approach to marketing products that you will want to implement in every strategy:

  1. Emotions over features: People will never forget how you made them feel. That is why Apple marketing campaigns are centered in stories and values that ignite emotional responses in their audience. When a marketing strategy is anchored in a captivating narrative that resonates with customers, engagement happens as a result.
  2. Keep it simple. Clarity and straightforward campaigns make it easier for customers to remember your brand. Few, but powerful words paired with significant images go further than complicated lists of features and cluttered messages. Apple style reflects this principle. Its advertising has a minimalistic style, not only for sleek visuals, but with smart short phrases.
  3. Portrait your customer: Help them see themselves in your campaigns with images that show who they are, how they enjoy the experience of using the product, and also by using a language they understand and feel their own. This is how Jobs built a loyal fan base for Apple products: they know that the next campaign and product is created just for them.
  4. Show off your unique value proposition: differentiate your brand from the competition with that key feature that is unique and valuable for your customer. Have it at the center of your campaigns and stay true to it in every touchpoint with your customer.
  5. Be bold: Embrace Apple’s “Think Different”. Using disruptive marketing practices aligned with the four previous guidelines, just as Steve Jobs did, create impactful campaigns that encourage a memorable relation between your customer and your products.

Steve Jobs saw the simple things that, when consistently repeated, forge an unequaled brand positioning in the market. That was his legacy and is there for every marketer to follow. How can you apply Job’s approach and marketing principles to your brand strategy?

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