The CEO’s Role in Building a Brand: Lessons from Steve Jobs and Apple’s Think Different Campaign

In 1997, Steve Jobs returned to Apple, a company he had co-founded but then left a decade earlier. At that time, Apple was struggling. It faced declining sales, competitive pressures, and a fading sense of identity. The company needed not just a new product or strategy, but a revival of purpose—an embodiment of why it existed and what it stood for.

Jobs did more than approve a new marketing campaign. He personally led it, putting Apple’s essence at the core of its mission. Through the Think Different campaign, Jobs didn’t just communicate a message—he redefined what Apple meant to the world. He believed brand and purpose were the CEO’s responsibility, not tasks to be handed off or compartmentalised within a marketing department. This philosophy transformed Apple from the brink of collapse into one of the most iconic and valuable brands in history.

The Power of Brand Leadership from the Top

Why did Jobs take on this responsibility personally? Because he understood that a brand’s true power comes from leadership at the top. It wasn’t enough to delegate brand-building to others; he had to drive it himself. Jobs viewed Apple’s brand as its soul, and it was up to him to ensure that everything the company did aligned with its core identity. This involved asking critical questions: What does Apple stand for? What values should resonate through every product, every experience, and every interaction?

With Think Different, Jobs positioned Apple as more than just a tech company. He framed it as a champion of creativity, innovation, and challenging the status quo. The campaign’s message didn’t focus on product features or specifications; it focused on values. It celebrated people who saw the world differently and inspired customers to imagine what they could achieve with Apple products.

The Impact of Purpose-Driven Leadership

The results of Jobs’ brand-focused leadership were transformative. Over the years that followed Think Different, Apple launched a series of revolutionary products: the iMac, iPod, iPhone, and iPad. Each of these products wasn’t just technologically advanced; they embodied Apple’s commitment to simplicity, design, and user experience. Jobs’ leadership ensured that the brand and its values were deeply ingrained in every product. Apple didn’t just sell technology—it sold a vision of empowerment, creativity, and breaking boundaries.

This alignment between brand and leadership helped Apple resonate deeply with its audience. As a result, the company didn’t just succeed financially; it became a cultural icon. Apple’s market value skyrocketed, reaching over a trillion dollars years later, driven by a brand that Jobs personally cultivated.

What CEOs Today Can Learn from Jobs’ Approach

Today’s CEOs have a lot to learn from Jobs’ approach to brand and purpose. To create a lasting, meaningful brand, the CEO must be the driving force. It’s not enough to have a good product, an efficient strategy, or a compelling marketing plan. For a brand to truly succeed, it must be rooted in purpose and led from the top.

When the CEO is actively involved in shaping and communicating the brand, it creates alignment across the organization. Every department, every team member, and every product development decision aligns with the company’s core purpose. This clear direction creates consistency and reinforces trust with customers, making the brand stronger and more resilient over time.

Brand is Not a Department—It’s the Company’s Soul

Jobs understood that brand wasn’t just a logo or a marketing slogan. It was Apple’s very soul, woven through every action the company took. Today’s CEOs can take a lesson from this: A brand’s power comes from within, and the CEO must be its primary champion. When the CEO leads with purpose, that purpose becomes a guiding light for the entire company.

In the end, it’s not just about what a company sells. It’s about why it exists and how it connects with the people it serves. CEOs who embrace this responsibility can build brands that last, inspire, and thrive in the hearts of their customers.