Paul's Notes Oct. 1997



News from Apple:

This letter was sent to all Apple employees Friday, September 26.

I am very pleased to announce that Apple is launching its first brand advertising campaign in severalyears.

Apple has one of the best brands in the world - right up there with Nike, Disney, Coke, Sony. Even so, a brand needs caring and investment if it is to sustain its effectiveness, vitality and relevance over time. In this regard, the Apple brand has suffered from neglect in recent years. It's time to change this. Customers want and need to know who Apple is and what Apple stands for.

This campaign communicates exactly that. It celebrates the soul of the Apple brand - the passionate desire to change the world for the better. And the dedication of our company to make the best tools in the world for those who have this passion. In honoring those who have changed the world, it touches and rekindles the spirit of all that is great within Apple and its partners and customers.

The theme of the campaign is "Think different", and it's the first work by Apple and Chiat/Day in over a decade. Our previous collaboration produced many award winning ads, including the now-legendary "1984", voted the best ad of all time by advertising professionals.

The campaign begins with a sixty second commercial which will run twice during the network premier of "Toy Story" on ABC's "Wonderful World of Disney" this Sunday evening from 7:00 - 9:00 pm. Our commercial will appear once during the first twenty minutes of the first hour and once again during the second hour. After this Sunday, we will take a one week break and then run the commercial during the rest of October. In addition, we will be extending this campaign with incredible print ads and outdoor billboards beginning in mid-October. We will provide a media schedule for the television and print ads so you can watch for them.

This marketing campaign is the beginning. It will let our customers know that Apple is coming back, and returning to the core values which made it great. And as the coming months unfold, our customers will learn that Apple itself is thinking differently - in its products, its manufacturing, its distribution. In the partnerships it forms. And in its new attitude of renewed momentum and confidence.

Apple's core value - that people with passion can change the world for the better, in large and small ways, is as relevant and unique today as it ever was. This campaign is very emotional for me. I hope you love it as much as I do.

Steve Jobs
Interim CEO



And the ad itself:




Apple has bought out Power Computing in Sept. The idea here is Apple can use Power Computing's resoursce for direct sales of Macs via mail-order. The new bring thing in computers sales since Gateway 200 popped on the scene. "Power Computing has pioneered direct marketing and sales in the Macintosh market, successfully building a $400M business, " said Steve Jobs, Apple Board member. "We look forward to learning from their experience, and welcoming their customers back into the Apple family."

"Power Computing is grateful for the tremendous support and encouragement we have received from the entire Macintosh community," said Stephen Kahng, Power Computing founder and CEO. "We believe that in our small way, we have helped to make the Macintosh stronger, and that the spirit of Power will live on."

Power Computing is said will retain the Power Computing name and has stated it will sell Mac OS compatible computers through Dec. 31, 1997. Apple will provide ongoing Mac OS support to Power Computing customers and Power Computing will continue to provide hardware and warranty service to its customers.

Will these new movements help Apple? I think its a jump in the right direction, especially since that old important Chrismas sales time is coming. This push could help make Apple's first quarter sales of 1998. They have always had the products, its the marketing Apple has lacked. Hopefully this is a push in the right direction. Well see what the results are come Jan.

Websites
HyperArchive is a mirror site of the Info-Mac Archive, on the MIT site. You can use e search feature to look for shareware and freewahre to download and use. A wide range or directories include, software from Apple, Fonts, and Anti-Virus Programs. Check it out.

Want to share some comments? Let me know.


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