Watch: Ritson on the power of Apple’s brand positioning

Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.

Apple’s revival from the brink of collapse to a company worth more than $1trn (£800bn) is one of the great turnaround stories of the past 20 years. And one of the key reasons for it was the Apple brand.

When founder Steve Jobs returned to the firm in 1997, he admitted that while its brand was one of Apple’s greatest assets, it hadn’t paid much attention to it. That was soon to change.

In this video, Mark Ritson explains how Jobs clearly defined the position of Apple around three core tenets: simplicity, creativity and humanity. And then communicated that positioning in marketing campaigns, created by Chiat/Day, including ‘Think different’ and ‘Silhouette’.

This video is the latest in a series where Ritson reveals the stories and strategy behind some of the most effective campaigns ever based on case studies from 50 years of the Effies. Brands featured include Tide, Gillette and Lidl, as we examine what makes marketing more effective.

You’ll be able to see more in the series on our dedicated marketing effectiveness page.

Mark Ritson teaches the Mini MBA in Marketing. For more information go to



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