Marketing is about Core Values

to me, marketing is about values. This is a very complicated world, it's a very noisy world, and we aren't going to get a chance to get people to remember much about us....no company is. So we have to be really clear on what we want them to know about us. Our customers want to know, who is Apple, and what is it that we stand for? Where do we fit in this world? And, what we're about isn't making boxes for people to get their jobs done, although we do that well, we do that better than almost anybody in some cases. But Apple is about something more than that. Apple at the core, it's core value is that we believe that people with passion can change the world for the better...- Steve Jobs