Open Market.

“To me, marketing is about values. This is a very complicated world, it’s a very noisy world and we’re not going to get a chance to get people to remember much about us, no company is. And so we have to be really clear on what we want them to know about us. Now Apple fortunately is one of the half a dozen best brands in the whole world, right up there with Nike, Disney, Coke, Sony … But even a great brand needs investment and caring if it’s going to retain its relevance and vitality.”

Steve Jobs, Discussing the “Think Different” ad campaign, Sept. 30, 1997.