The Jobs Legacy: Why Brands Must Mean More Than Just a Product When Steve Jobs returned to Apple in 1997, he set out to diagnose the brand's ailments and prescribe a cure.
One of his earliest moves was to focus on what made Apple stand out beyond its technical prowess. In doing so, he cited Nike as an exemplary model of effective marketing. Nike sells shoes yet inspires millions.
This is not just a statement of fact; it's a masterclass in rebranding.