Steve Jobs on branding, introducing the “Think Different” campaign in 1997

One key aspect of Steve Jobs’ product genius was his understanding that a product which had no users was a failure. And the way to get customers to buy, and keep buying, was brand loyalty. Jobs says, “we’re not going to get a chance to get them (customers) to remember much about us.” Hence the Apple focus on marketing, which the Fake Steve Jobs memorably lampooned again and again as the reality distortion field. There would be no lampoon if there weren’t a few million grains of truth behind it, and for anyone in the branding business, Jobs’ lessons are invaluable.

Some other rare Jobs videos, collected by Fast Company Labs.

Be generous and expert, trustworthy and clear, open-minded and adaptable, persistent and present.

Bruce Kasanoff’s terrific ebook spells this out in a bit more detail, but the title says it all. In a world where our digital lives persist forever, and more and more of our existence is digital, transparency and honesty are among the greatest virtues. All of his advice resonates with me; indeed much of it is a modern echo of an old-but-still-very-relevant classic, How to Win Friends and Influence People.

Take a few minutes to read Kasanoff’s book.