"Marketing is about values. This is a very complicated world. It's a very noisy world..."

"So we have to be really clear on what we want 'em to know about us."

"The way to do that is not to talk about speeds... megahertz... What we're about isn't making boxes for people to get their jobs done although we do that well."

"But Apple's about something more than that. Apple at the core, its core value, is that we believe that people with passion can change the world for the better."

"So we want[ed] to find a way to communicate this."

More than a decade ago, Apple CEO Steve Jobs debuted the "Think Different" campaign that ran for a few years.

To put it simply, a marketing initiative that rocks is to shoot for the heart and not the brain. If you get the heart, it will do the job of getting the brain for you.