In a letter to Pixar shareholders, Jobs explained that winning the right to have equal branding with Disney on all the movies, as well as advertising and toys, was the most important aspect of the deal. "We want Pixar to grow into a brand that embodies the same level of trust as the Disney brand," he wrote. "But in order for Pixar to earn this trust, consumers must know that Pixar is creating the films." Jobs was known during his career for creating great products. But just as significant was his ability to create great companies with valuable brands. And he created two of the best of his era: Apple and Pixar.
( Walter Isaacson )
[ Steve Jobs ]
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