Viral video: Apple's Steve Jobs on what great marketing is all about

A day after Steve Job's authenticated Apple-1 Computer prototype from the mid-1970s was sold for nearly $700,000 at an auction, a video of the business magnate went viral on social media. In it, Jobs is heard addressing an audience and talking about what marketing means to him and how good marketing practises revived Apple.

"To me, marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us,” Jobs says in the video.

Lauding Nike for having one of the best marketing strategies in the world, he says, "Remember Nike sells a commodity, they sell shoes. But when you think of Nike, you feel something different than a shoe company."

"In their ads, they don't ever talk about the product. They don't ever tell you about their air soles and why they are better than Reebok's air soles. What does Nike do in their advertisement? They honour the great athletes and they honour the great athletics. That's who they are. That's what they are about."

Comparing it with Apple's marketing strategy, Steve Jobs said, "The Apple brand has clearly suffered from neglect... Apple spends a fortune on advertising.. you'd never know it."