People look at what a product is associated with.
A certain Jaguar model in the 60s was driven a lot by East End gangsters. People did not want to buy that car unless they were an East End gangster, because I did not want to be associated with that.
If a product is used by a well respected celebrity, they want it, because then it is associated with that.
Steve Jobs noticed that marketing is about values.
Very hard to be noticed in a noisy world, so need to be clear on what want people to know about you.
Talking about computer speeds and specifications are a waste of time.
Nike adverts just honour great athletes and athletics. That is who they are and what they are about. So customers feel something special and not just a shoe company.
They do not mention their products, why their air soles are better than rival’s shoe soles, that they make the commodity of shoes.
As a result his early Apple adverts just showed great people.
So the Apple Computer adverts show who is Apple, what does it stand for, where fit in the world.
Apples ads showed people who had passion and so has been able to change the world for the better. It touches the soul of the company. That shows what the brand is about. It honours people both living and dead, who have changed the world.
So the Apple brand is built.