Preserving a Brand's Core Values
Steve Jobs Keynotes - Speeches by Steve Jobs are extremely reflective of the man he was, both in terms of his character...
He explains how even the greatest brands in the world from Apple to Nike all require a great deal of investment and care if they are to retain their relevance and vitality. He argues that the best way for a brand to do this is to avoid comparing itself to another brand. It is crucial to focus on its core values and what it really stands for.
He uses Nike as an example because it never actually discusses its products in its advertisements, it uses great athletes to portray what it stands for.
Jobs believes that a brand should always come back to its core values.