Skip to Navigation

Amitava Chattopadhyay

Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay

How Your Firm Can Reignite Sales Growth

INSEAD Knowledge

When Steve Jobs returned to Apple in 1997, the company’s annual losses were in excess of US$1 billion.  Bankruptcy loomed on the short-term horizon. One of Jobs’ first moves was to hire an ad agency to help him rebuild the brand’s status. It resulted in the famous “Think Different” campaign.

At the campaign launch, Jobs told the audience that to him, marketing was about values. “It’s a very noisy world,” he said. “We have to be really clear on what we want people to know about us.” Apple wouldn’t achieve much by talking about “speeds and feeds” or “bits and mega-hertz”.

Indeed, the campaign focused on iconic personalities of the 20th century. The implication, cleverly pointed out by Jobs, was this: If these inspirational figures had been born in the computer age, each and every one of them would have been Mac users. With its universal resonance, “Think Different” ushered the long-awaited return of Apple to profitability.

A brand beset with myriad problems

During the same period, a merger saw the birth of Diageo, the world’s biggest player in the alcoholic beverage market and the seventh largest food and beverage (F&B) company. As the merger benefits were slow to materialise, management was soon under pressure to revive sales of its Scotch whisky Johnnie Walker, the crown jewel in the company’s portfolio.

Coverage at INSEAD Knowledge

Read On

  Jul 11, 2017 | In the Media







Recent Tweets

Mon, 16 Oct @ 05:20 pm

Divisive #BJP moron. No words to describe. #ShameSangeetSom "Indian politician: 'Taj Mahal built by traitors'"

via Hootsuite
Sat, 14 Oct @ 03:43 am

Improve your chances of successfully raising money through crowdfunding!

via Hootsuite
Mon, 09 Oct @ 02:44 pm

#WhiteHouse #adultdaycarecenter 4 #Trump. How true! #Impeach when? "Trump puts US on course for 'World War Three'"

via Hootsuite
Sat, 07 Oct @ 12:15 pm

#Uber sucks. 7 mins just took 15 mins. This is routine. Either lies or shitty predictive model. Or both.

via Hootsuite
Fri, 06 Oct @ 09:56 am

Crowdfunders like novelty or usefulness, not both via @FR_Conversation

via Twitter for Android
Wed, 04 Oct @ 09:21 am

Shameful of #Amazon. "Calls for Amazon to ban 'anorexia hoodie'"

via Hootsuite

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava