Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.
Walter Isaacson
Related We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroe... STEVE JOBS It was not hard to attract students because everyone knew about computers. But it was very hard to a... SAM CONTE 38. “A wet bird never flies at night.” (My grandfather said that to me when I was a child and wa... JAMES C. DOBSON Some people say they use images to help them remember intricacies. Others say they just remember. If... IAN HACKING Anyways, that very same night there was a fight in the casino on B Deck. Some of the passengers got ... CHRISTINA ENGELA I was on 'Melrose' at a time where we had to all go home and be there at the same time when ... LAURA LEIGHTON One of the greatest things that Apple and Jobs were very good at doing was daring to do the very dif... NATHAN MYHRVOLD 28. Feelings are neither right nor wrong. It's what you do with them that causes the problems. JAMES C. DOBSON Integrity is not everything, but it is the only thing that matters. JEFFREY FRY Each of us views life through a different lens. What we think is colored by the baggage we carry, an... LAURIE BUCHANAN, PHD You probably cannot find one thing that Apple has got that was not already there, but it is in the i... BRIAN LEVY A number of us had conversations with the Kerry campaign about what he was going to say about CAFE. ... JENNIFER GRANHOLM 35. God is entitled to a portion of our income—not because He needs it but because we need to give... JAMES C. DOBSON It's not about charisma and personality, it's about results and products and those very bedr... STEVE JOBS The rules only applied to people who couldn’t afford different rules. CAMERON STRACHER The spread of computers and the Internet will put jobs in two categories. People who tell computers ... MARC ANDREESSEN It stemmed from a lawsuit by one of the guys who complained he was hurt on the job, ... He was worki... JEFF HARDIN One of the things that is not so good is that a decision was made long ago about the size of an IP a... JON POSTEL Millions of people acknowledge today that they do not know the meaning of life. JAMES C. DOBSON At the old shop, it was at their house, so Grandma would make lunch, make dinner and serve that to c... JOHN LYON At the old shop, it was at their house, so Grandma would make lunch, make dinner and serve that to c... JOHN LYON I was able to confess the Apostles' Creed, but only with deep ambiguity. But I stumbled over "he aro... THOMAS C. ODEN It was a real body; there can be no doubt about that. Hundreds of people could not have been so mist... DAVID WINTER At forty two years, Sona Kilroy stood tall and strapping, a powerful figure. Rising to the rank of A... CHRISTINA ENGELA I do not know what it was about that boy but just looking at him, even I wanted to clout him on the ... PATRICK DEWITT Paul's one thing was committing to forget about the past, to forge ahead into the future. CRAIG GROESCHEL I remember when I was 12, talking with my friends about what we wanted to do with our lives, astrona... TONY REVOLORI Our work was based in the village, so not many people had access to it, and it gave us an enormous s... GRZEGORZ BRAL It was never the fame or fortune that drove me to act. It was something I love and enjoy doing it. A... ADAM BALDWIN What was the point of being scared? The only thing they could do to me was kill me and it seemed l... FANNIE LOU HAMER What was the point of being scared? The only thing they could do to me was kill me and it seemed lik... FANNIE LOU HAMER It was never the fame or fortune that drove me to act. It was something I love and enjoy doing it. A... ADAM BALDWIN We had this dream with CBS about promoting this type of music to people who did not know about it an... GABRIEL ABAROA The great advance of personal computers was not the computing power per se but the fact that it brou... KEVIN KELLY Every person that has lived with purpose has at one time or another answered these questions: Do you... SHANNON L. ALDER Did someone actually have to do bad things to be a bad boy, or was it all about the potential? If it... SHANNA SWENDSON We both know... that soon everything is going to end... ... This chat will be in the... DEYTH BANGER I remember thinking it was right out of Rod Serling, and 'The Twilight Zone.' It was one of those si... DREW OUTHOUSE And I wanted to cry out at her that I could not put the body apart from the soul, and that the comfo... ROBERT MCAFEE BROWN Midland City had a goddess of discord all its own. This was a goddess who could not dance, would not... KURT VONNEGUT I had nearly finished school because I was making effort not that bad on that. But there was a law i... KARL LAGERFELD I remember going to a son's friend's bar mitzvah, and the text that he chose to explicate wa... CLAIRE MESSUD June was best friends with Robert Duvall, and I was directing a movie with Duvall and they were cons... JAMES KEACH At this point, we are not interested in any of it. But that could change. It is a fast-paced world n... JEFF GOLC It depends who you talk to. There are people who are very upset about the president, ... But I have ... DON SHERWOOD What is Apple, after all? Apple is about people who think 'outside the box,' people who want... STEVE JOBS There were times tonight when this team could have folded its tent. We're not as good as we think we... KARL DORRELL The idea of luxury, even the word "luxury," was important to Arabella. Luxury meant something that w... JOHN LANCHESTER We made our entrance into Paris. As for honors, we received all that we could possibly imagine; but ... MARIE ANTOINETTE It was clear that he didn't remember me from one day to the next. The note clipped to his sleeve sim... YōKO OGAWA I remember making that vow, the one not to forget. Not to remember what happened, but to remember wh... NEIL GAIMAN But it was kind of fun to have a company, and that was good enough reason to do it. And step by step... STEVE WOZNIAK People should not worry as much about what they do but rather about what they are. If they and their... MEISTER ECKHART Because Adam practised at many things, Adam was good at many things, but this – what was it even c... MAGGIE STIEFVATER It was top-five the whole session, ... We picked the speed up in qualifying so I feel real confident... RUSTY WALLACE The job at Forbes.com was comfortable, but it was not what I wanted to do. ISHAI SETTON There was something distinctly American about it all, a fundamental difference in perspective and pl... SUNIL YAPA It was not the size of things that mattered but their perfection, it was not what one had that was i... ELIZABETH GOUDGE She said, "Right now, while we have this time, I'm not going to do any of that other stuff. I'm goin... CRAIG GROESCHEL I wouldn't wish the eighties on anyone, it was the time when all that was rotten bubbled to the surf... DEREK JARMAN We looked at what this movie was about, what the themes in the movie were, at the audience we were t... DWIGHT CAINES Why did you marry Dad, Mom?" My mother sniffled through her nose, looked at me, then smiled. <... MARGARET MCMULLAN It was his first fight back (since a May 13 knockout loss) and he wanted to put the work in. We had ... ALAN TUCKER It was his first fight back (since a May 13 knockout loss) and he wanted to put the work in, ... We ... ALAN TUCKER I remember so clearly from when I was five years old, my mom and dad arguing over - not over whether... SUNIL YAPA It wasn't until the Apple Macintosh that people understood what true hardware-software integrati... TONY FADELL That's a big chunk of who we are and what we do, but everybody else filled in the gaps. It was almos... ANTONIO DANIELS What is family? They were the people who claimed you. In good, in bad, in parts or in whole, they we... SARAH DESSEN What is it that makes you so angry, bothers you so deeply, that you're compelled to act? CRAIG GROESCHEL Instead, every precaution was taken not to violate his rights. Remember, many administrators have no... JAMES C. DOBSON Still i knew because of my own feelings there was something wrong with me and i knew it wasnt only m... DONALD MILLER One of the things that always fascinated me about the Renaissance was that it was a time both of gre... MARIE RUTKOSKI When I was a Laker Girl, I only danced for three months. We did not get paid that much money, and I ... TAYLOUR PAIGE I thought what we would find was that it was only people who had equity or very high incomes who wer... HANS JOHNSON We may claim to believe in God, but we don't want to believe so much that it makes us different. CRAIG GROESCHEL Do you remember our first kiss? I do. Not a day goes by I don’t think of the feel of that bicuspid... BENSON BRUNO Yes, I was a big math and computer geek, that's true. I was driven by the scholastic side of thi... BRIAN ACTON Food Allergies Are Not Due to Food, Rather Are Due to the Constant Contamination of That Food That Y... THEHEALTHFOODGURU But on a course like that it was like an Indy car circuit. You could just sit at the back and do not... BOBBY JULICH Until we find out who was born this time around, it seems irrelevant to seek earlier identities. I h... STEPHEN LEVINE To write a book about Mickey Mantle and not to show people who he really was doesn’t make any sens... PETER GOLENBOCK My family did not talk about college. No one went to college. I was the first one to go and the firs... ALISHA VALENZUELA There was a time we laughed at the old guys up on the hill. The ones who graduated a couple of years... TUCKER ELLIOT He had no faintest conception till that very hour of how they would look, and even doubted their exi... C.S. LEWIS Only a few months into our marriage, we started marking off areas in the apartment as "Nothing Place... JONATHAN SAFRAN FOER That's what Jamie didn't understand: it was never just sex. Even the fastest, dirtiest, most imperso... EMILY MAGUIRE Sister, there are people who went to sleep all over the world last night, poor and rich and white an... MAYA ANGELOU We are the kind of people who obsess over one word, ... but we have only one shot to get it right in... AMY TAN So I saw that there was only me. There was only me who could worry about what was happening here, in... MARKUS ZUSAK We weren't expecting to do that at all. It was unexpected, but we knew we had the kids to do it, and... CHRIS LORDITCH I was not a big Allman Brothers fan but I could relate to that because that is what the flavor of th... GEORGE THOROGOOD As time begins to pass, I have come to find that what I thought was, wasn't what I thought was so. ASTRAEA L. SKYLAR People were complaining like crazy, saying nobody was working, but we had one man on top and one dow... DAVE WHITE My parents were wonderful Christians. They were religious, but they were not fanatical in any way. I... MAGGIE ROWE For the first 18 months of Joy Division, we used our jobs to fund the band. We'd all chip in thr... PETER HOOK Sovereignty was not an issue in this campaign. The sovereignty numbers that were there before the ca... PAULINE MAROIS Orion is above the horizon now, and near it Jupiter, brighter than it will ever be ... But i expect ... THOMAS HARRIS He could not blame the Army, Angelo could blame the Army; Angelo hated the Army. But he didnt hate t... JAMES JONES We always do what we MOST WANT to do, whether or not we like what we are doing at each instant of ou... SIDNEY MADWED He knew what it was like to love one who did not--or could not--love you back. But he'd had no choic... MELISSA DE LA CRUZ
More Walter Isaacson
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WALTER BECKER I spent a couple of years not doing any music or anything, just here in Hawaii trying to get healthy... WALTER BECKER I'm not interested in a rock/jazz fusion. WALTER BECKER It's great fun to play with a really good band. WALTER BECKER People are really exercised about one particular thing, and that is themselves. They will bore you e... WALTER BECKER Rock music is being systematically merged with fashion. WALTER BECKER Cynicism, I contend, is the wailing of someone who believes that things are, or should be, or could ... WALTER BECKER When you start to work with someone, there's a negotiation that takes place involving what's... WALTER BECKER My primary influences were the best jazz players from the 50's and 60's and later some of th... WALTER BECKER I listen to a mixture of old jazz, contemporary, pop, some world beat stuff and various odds and end... WALTER BECKER I'm a self-taught musician aside from what I've been able to pick up from other players. WALTER BECKER Honor sinks where commerce long prevails. WALTER BAGEHOT You may talk of the tyranny of Nero and Tiberius; but the real tyranny is the tyranny of your next-d... WALTER BAGEHOT An influential member of parliament has not only to pay much money to become such, and to give time ... WALTER BAGEHOT No real English gentleman, in his secret soul, was ever sorry for the death of a political economist... WALTER BAGEHOT The being without an opinion is so painful to human nature that most people will leap to a hasty opi... WALTER BAGEHOT No great work has ever been produced except after a long interval of still and musing meditation. WALTER BAGEHOT Public opinion is a permeating influence, and it exacts obedience to itself; it requires us to drink... WALTER BAGEHOT The habit of common and continuous speech is a symptom of mental deficiency. It proceeds from not kn... WALTER BAGEHOT All the best stories in the world are but one story in reality - the story of escape. It is the only... WALTER BAGEHOT Life is a school of probability. WALTER BAGEHOT It is unsound for an independent editor to be a financial contributor to any cause which would cause... WALTER ANNENBERG I have very little respect for Nancy Reagan. There is something about her that is very petty. WALTER ANNENBERG I cannot compromise or inhibit my independence. WALTER ANNENBERG Your Majesty, I took the liberty because I was so desirous of visiting alone with you for a few minu... WALTER ANNENBERG God grant you the strength to fight off the temptations of surrender. WALTER ANNENBERG You will not be satisfied unless you are contributing something to or for the benefit of others. WALTER ANNENBERG What matters is that you are doing what you think is right based on the standards which you hold. WALTER ANNENBERG The greatest happiness comes from being vitally interested in something that excites all your energi... WALTER ANNENBERG Live rich, die poor; never make the mistake of doing it the other way round. WALTER ANNENBERG I shall participate, I shall contribute, and in so doing, I will be the gainer. WALTER ANNENBERG Adversity tests us from time to time and it is inevitable that this testing continues during life. WALTER ANNENBERG Accomplish something every day of your life. WALTER ANNENBERG People who think about art as an investment are pathetic. WALTER ANNENBERG The test of character is having the ability to meet challenges. WALTER ANNENBERG In the world today, a young lady who does not have a college education just is not educated. WALTER ANNENBERG Never buy four C-plus paintings when you can buy one A. WALTER ANNENBERG My country has been very good to me; I must be good to my country. WALTER ANNENBERG Some people find an interest in making money, and though they appear to be slaving, many actually en... WALTER ANNENBERG Many activities and team play participation will give you a training that will prove invaluable late... WALTER ANNENBERG Too much work, too much vacation, too much of any one thing is unsound. WALTER ANNENBERG The greatest power is not money power, but political power. WALTER ANNENBERG I am responsible. Although I may not be able to prevent the worst from happening, I am responsible f... WALTER ANDERSON