Apple Ad Guru Lee Clow Talks About Steve Jobs and Establishing the Apple Brand [Video]

Apple ad guru Lee Clow, Chairman and Global Director of TBWAWorldwide, reveals some tidbits about Steve Jobs and why he thinks Jobs named his computer company Apple.

"He knew the story of Akio Morita changing the name of the Tokyo Electronics Company to Sony because it was a charming kinda fun sunny nice name.


I believe the reason Apple is called Apple was a little bit aligned to that model. You know there is a bunch of legends about he was a hippy and he lived in apple orchards and he'd eat apples and that's how he got the idea for the name, or he was eating an apple with Wozniak in a garage.

I think, even though I'm sure he didn't think it through, just his intuition told him that he was going to introduce the world to technology that was going to change everyone's life and do special things but at the same time it was going to be new and it was going to be scary and people weren't going to kinda know what to do with a computer or if they even needed one.

So he thought Apple. Maybe if it's named something nonthreatening, something likeable, something you could trust. I think he intuitively understood that was going to be a more graceful way for people to come to this technology that he believed was going to so amazing and change our lives."

Take a look at the full video clip below...


[via BusinessInsider]