The reinvention of Apple has to be one of the biggest corporate turnarounds in history. After Steve Jobs was forced out in the late 90’s, the brand went through several product flops, including the Newton Message Pod and the Macintosh Portable, a laptop so heavy, you couldn’t rest it on an airplane table. It became clear to both Wall Street and consumers that Jobs had been the creative force behind the company’s previous success.
Indeed, once Jobs stepped back into his role as CEO, the brand bounced back.
Communications strategist Cameron Craig spent a decade with Apple and witnessed the turnaround first hand. He believes Jobs’ approach to internal and external communications can be applied to any business looking to reignite interest in its brand.
Below are key takeaways from Job’s masterful reinvention of Apple: