Steve Jobs was unquestionably the master marketing genius of our generation. When I teach PR courses and workshops, I often show this video of Jobs presenting Apple’s re-branding campaign, and the strategy behind it. This presentation was given when Jobs returned to Apple after being fired in a dispute with the Apple board. Jobs went on to found NEXT Computer and Apple went on toward bankruptcy. They brought Jobs back and the rest is history.
If you want to learn all there is to know about how to brand your company, nonprofit, institution or product, watch the master at work.