Steve Jobs brought Apple Inc. back from the brink in the late 90s, engineering a turnaround that would one day help make it a trillion-dollar company. Among the several measures he undertook to save Apple was something that was very close to his heart – marketing.
Jobs, known for his marketing nous, focused on the values of what he wanted Apple to be known for rather than pushing details of the product to prospective buyers.
"When I got here, Apple just fired their agency," Jobs recalled an incident in an old speech. He added that the company had screened 23 other agencies to select one four months later.
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Apple and the newly hired agency then set down to create an ad that would go ...