Apple, my all time favorite brand, for which I had the honor to work for at BBDO Worldwide, has become the first company to reach a $2 trillion market capitalisation. So today is the perfect day to look back on a period, not so long ago, when the company was worth just $2 billion (0.1% of its current value) and had just lost $800 million over the past 12 months.
At that exact moment Steve Jobs returned. His clear, tight brand positioning brought Apple back to life. That story, built from Apple’s own Effie submissions, is told in a short case study by Marc Ritson; see it here.