This is helpful…
“(Steve) Jobs and (Lee) Clow, the creative director at Chiat/Day, 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. 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 (Think Different) campaign.’ ” (Steve Jobs speaking within the quoted sections) ~ from STEVE JOBS by Walter Isaacson
We tend to think success is smooth and linear, when in reality it looks like this…
If you aren’t as successful as you want to be, if the past few years have seen your brand image fade a bit, perhaps you should take the time to remind yourself what makes you distinctive, and to remember who your heroes are, why you’re doing this.
Glance back.
It may help you connect the dots and begin moving forward again.