The Result of Great Marketing: Undying Brand Character
Twenty-five years ago, I had the good fortune to join a little company in between the cornfields of downstate Illinois. 
A couple of other programmers (software engineers) had “dibs” on more exciting new computers such as the Atari 68k and the Amiga — both awesome color graphics computers in their day — to develop flight simulators on. Nobody wanted the lowly, boring “monochromatic toaster” — as the first Mac had been called — but I was willing to take it on, and got to know the Macintosh Way.
After roughly a decade on the “engineering side” of software, it was time for me to make the move over to marketing. Though they were relatively uncharted waters, I felt called to study and master the branding process as applied to consumer software products: what can we do to engender loyalty to something intangible like software to compel them to return and buy again?
Just to put things in perspectives, this was the early era of the computer: there was no Internet (that anybody except academics and DOD knew about). CD-ROM drives were the bleeding edge, and few Americans knew about them — much less the brand “Microsoft” (whereas now, it is the 3rd most recognized brand in the world, behind only Coca Cola and McDonald’s).
In my opinion, much of Microsoft was created in the likeness of Bill Gates (with help from people like Rowland Hanson, with whom I worked) — just as much of Apple was created in the likeness of Steve Jobs (with help from people like Guy Kawasaki and many others).
Some people do not realize that, after decades of Microsoft overshadowing Apple in the marketplace, Apple products (including the Mac, iPod, and iPhone) are now in 1 in every 4 homes.
Furthermore, in the past few months, the value of Apple in the marketplace (stock price times number of shares outstanding) is now greater than the value of Microsoft.
So it is with some fascination that I came across and share this video — because the brand Steve envisioned years ago is what I think he’s created.
Key insight for you: is your brand defined by current circumstance? Or is it so big (like a great mission statement) that you can work on it for your lifetime?
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