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Now Apple, fortunately, is one of the half a dozen best brands in the whole world. Right

up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just

in this country, but all around the globe.

This is Steve Jobs in 1997, talking about the company he co-founded more than 20 years

earlier. The thing is, Steve Jobs is doing some wish-casting here. Because in 1997, Apple

is not a globally admired brand. It's a failing company on the verge of bankruptcy. Jobs

has just returned to Apple after more than a decade in exile. He's in a small auditorium

talking to a smattering of Apple employees. He needs to convince them and then the rest

of the world that Apple has a path back to relevance. He doesn't have a new device to

make that a reality yet. So instead he has to talk about an idea. And that idea is Apple.

The Apple brand has clearly suffered from neglect in the last few years. And we need to bring

it back. The way to do that is not to talk about speeds and feeds. It's not to talk about

why we're better than Windows. One of the greatest jobs of marketing the universe has ever

seen is Nike. Remember, Nike sells a commodity. They sell shoes. And yet when you think

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