While watching the video, it was simple to agree on the analysis of Nike's brand/message. Then Jobs went to give Apple's message, and it struck me like as if h

While watching the video, it was simple to agree on the analysis of Nike's brand/message. Then Jobs went to give Apple's message, and it struck me like as if he actually didn't know at the time. Compared with "honor great athletes" and "honor great athletics", the "we believe people with great passion can change the world for the better" seemed far too broad and general to be the actual message that people relate to with Apple. I think Apple has actually made themselves several messages: they compare and contrast between the computer geek w/glasses to the normal person (computers for normal people), they target the "creative" crowd (cause rainbows and dancing is creative, numbers/math/text is not), and the combination of that brings the "popular" thing back to normal people (if you own Apple, you're not a geek, but you're still cool and not stupid).