Entrepreneur

How Steve Jobs Blew Up the Rules of Branding

By throwing out the approved checklist, Jobs got customers to meaningfully connect with the Apple brand.

Before Steve Jobs got his hands on for the second time in 1997, things were far simpler. Serious business customers were different from their playful consumer counterparts. Men bought technology products; women were fashion buyers. Kids had disposable income to waste, and mature folks cautiously promises were made solely in beautiful advertising, price was pretty much all that mattered at retail, and customer usage and satisfaction were afterthoughts.

You're reading a preview, sign up to read more.

More from Entrepreneur

Entrepreneur6 min read
What It's Like to Be Mentored by Gwyneth Paltrow
The actress and CEO chats with her mentee, the cofounder of Maisonette, about finding support as an entrepreneur.
Entrepreneur9 min read
From Bankruptcy to $87 Million in Funding: How Tamara Mellon Saved Her Namesake Brand
The Jimmy Choo co-founder has faced plenty of hurdles as an entrepreneur. But now, she's clinging tight to her vision -- and finding new levels of success.
Entrepreneur3 min read
How Cameo Survived a Public Relations Nightmare
Listen to Cameo's founder discuss his PR nightmare on our podcast Problem Solvers. Steven Galanis was in his office one day last November when he got a text from a guy who works for NFL legend Brett Favre. “This is bad,” the text said. “What do we do