Here are some points from Steve Job’s talk about Apple’s relaunch in 1997:
- Getting back to the basics – great products, great packaging, great distribution.
- Focus on the products, focus. narrow the options down (as weird as that sounds).
- Marketing is about values. It’s a very complicated and noisy world and people will hardly remember you, so make yourself be noticed, leave a mark.
- Good advertisement – honour the people that use the products and don’t show the product only.
See: Apple “think different” ad 1997