Not everyday will you hear a first hand account of someone working with Steve Job at Apple. Almost everytime we listen to someone narrative his/her experience of working with Steve we get a new chance to know the different dimensions to who was Steve Jobs. There is always something new revealed about what moved Steve Jobs and how he shaped Apple’s culture.

The following interview is that of Allison Johnson, Former Apple VP of Worldwide Marketing Communication. Allison was one of the few people at Apple who had a direct line of communication with Steve Jobs while at work from 2005-2011.

According to Allison Johnson, the two most ” hated, dreaded” words at Apple under Steve Jobs were “branding” and “marketing.”

Surprised! I know, you’ll probably be thinking “Isn’t marketing what Apple does best? How can the head of worldwide marketing at Apple claim that marketing was dirty word in the company?”

As Allison recalls “In Steve’s mind people associated brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product. So any time we said ‘brand’ it was a dirty word.”

Watch the insightful interview here:

 

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