Ever since he left the apple commune, Jobs had defined himself, and by extension Apple, as a child of the counterculture.
In ads such as "Think Different" and "1984," he positioned the Apple brand so that it reaffirmed his own rebel streak,
even after he became a billionaire, and it allowed other baby boomers and their kids to do the same.
"From when I first met him as a young guy,
he's had the greatest intuition of the impact he wants his brand to have on people," said Clow.
Very few other companies or corporate leaders -- perhaps none
could have gotten away with the brilliant audacity of associating their brand with Gandhi, Einstein, Picasso, and the Dalai Lama.
Jobs was able to encourage people to define themselves
as anticorporate, creative, innovative rebels simply by the computer they used.
"Steve created the only lifestyle brand in the tech industry," Larry Ellison said.
"There are cars people are proud to have -- Porsche, Ferrari, Prius -- because what I drive says something about me.
People feel the same way about an Apple product."