One of the first things that Steve Jobs did after taking over as Apple’s interim CEO in 1997 is to get Apple back on track with their branding. In this short presentation from ‘97, Jobs talks about branding & Apple’s core values and introduces the Think Different campaign.

Steve Jobs, wearing shorts (!), gets to the essence of great branding and introduces another ad in a long line of iconic ads. The copy for the Think Different campaign is brilliant.

Great find by Kottke.