Steve Jobs on "Brand"

"People talk a lot about brands. To me, brands are one simple thing, and that is: trust. Your customers trust you.

And so brands are like bank accounts. You can have withdrawals and you can have deposits.

So if a customer have a great experience, they buy an iPod and they love it, that’s a deposit in our brand account in their mind.

If they buy something from us and have a bad experience, then it’s a withdrawal.



We focus on the basic stuff like that.

We don't spend a lot of time talking about 'the brand'.

We spend a lot of time talking about:

• How do we make the best products in the world?

• How do we make the best buying experiences in the world?

• If something goes wrong, how do we service a product in 24 hours instead of a week?

• How do we take care of customers?

And if we do that, then customers will have a great experiences with our product and they’ll trust us and we’ll have a good brand.

But I think people who run around worrying about their brand all day long instead of worrying about their products maybe don’t get what they want."