This video is taken from an Apple internal meeting in 1997 (thanks Harinder Singh). Steve Jobs had only just returned to the company after his period of ‘exile’ at NeXT. It shows – in a most candid way – his instinctive grasp for branding and the central role he gives it in the turnaround plan for Apple. Jobs understood that despite all their technical ability, if Apple couldn’t communicate simply and clearly their values, they would not be successful. It also shows, through his eloquent and powerful presentation, his ability as an adman himself – I doubt there are many in the industry today that could present this work as well. Clearly he was heavily invested in the production and success of the campaign. What a fascinating insight into one of the most famous campaigns of all time. And most astonishing….that all this was completed in 2 months’ time. The result of this hard work? By 1998 Apple was back in profitability after almost going bankrupt.