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Apple has too many products, too many messages. • Solution: Returning to old ad agency from the Apple glory days, and deciding to communicate in its brand only Apple’s core values through their “Think Different” campaign. (What we know now is that this was a winning strategy, first delivered to employees in a simple, clear narrative structure that resonated with the audience.) I asked TEDxKyoto founder Jay Klaphake which of the many good talks at TEDxKyoto was a great example of storytelling, he replied immediately that it was the 2014 talk by Sahel Rosa.

Pages: 78

Publisher: Changemakers Publishing (March 9, 2013)

ISBN: B00BRWLK2M

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