Apple's brand value has come a long way since 1998, when Steve Jobs returned to lead the company.
The Daily Pennsylvanian reports that, when speaking to 100 students at Pennsylvania University, TBWA Los Angeles president Tom Carroll talked about the moment Apple CEO Steve Jobs hired the agency.
With the company in tatters, losing millions of dollars each month, now Apple CEO Steve Jobs rang Carroll up: "You gotta buy me six months [to get] Apple back on the radar," he said.
Carroll responded with the defining "Think Different" campaign. Carroll discussed the importance of brand: "Brand has been the biggest conversation in marketing and advertising in the last 20 years," he said.