Marketing Is About Values: Steve Jobs on Building a Meaningful Brand

Steve Jobs once said, “Marketing is about values.” In today’s noisy, chaotic world, it’s more critical than ever to ensure that a brand cuts through the clutter and makes a lasting impression. Jobs believed that effective marketing doesn’t just sell products; it communicates who you are and what you stand for.

Steve Jobs, co-founder, Apple

Photo: Getty Images

The Challenge of Standing Out

The world is inundated with information. Companies aren’t just competing on products; they’re vying for attention in a saturated market. Jobs acknowledged this when he said, “We’re not going to get a chance to get people to remember much about us.” Therefore, a brand must articulate its core message with precision and clarity.

A great example of this is Nike. They don’t sell their products by focusing on technical specs; they inspire people with their unwavering message: “Just Do It.” Nike stands for empowerment and overcoming challenges, and that resonates universally.

Revitalizing the Apple Brand

When Jobs returned to Apple in the late 1990s, he found that the company’s brand had been neglected. Despite producing innovative products, Apple had lost touch with its core identity. Jobs set out to change that—not by talking about technical specs like megahertz or MIPS, but by asking the fundamental question: “Who is Apple, and what does it stand for?”

This shift led to the creation of the iconic “Think Different” campaign. Apple wasn’t just selling computers; it was celebrating creativity, individuality, and those who dared to challenge the status quo.

Beyond Products: The Heart of a Brand

Jobs emphasized that marketing isn’t about comparing yourself to competitors or rattling off technical jargon. It’s about sharing your values and making an emotional connection with your audience. Customers don’t just want products—they want to believe in something bigger.

Apple’s focus on simplicity, design, and innovation resonates deeply because it reflects the company’s commitment to empowering users through technology. That’s why customers aren’t just buyers; they’re passionate advocates.

A Timeless Lesson for Any Brand

Whether you’re running a global tech giant or a local business, Jobs’ lesson remains timeless: define your values and communicate them authentically. When people understand who you are and what you stand for, your brand becomes more than a logo—it becomes a movement.

So ask yourself: What does my brand stand for? And once you have the answer, make sure the world knows it.

Watch Steve Jobs: