From Jason Kottke:
One of the first things that Steve Jobs did after taking over as Apple's interim CEO in 1997 is to get Apple back on track with their branding. In this short presentation from '97, Jobs talks about branding & Apple's core values and introduces the Think Different campaign.
That might be one of the best five minute explanations of good branding out there. The campaign was very successful in rehabilitating Apple's image with the press and public.
What's interesting is how the iPad and iPhone advertisements focus almost entirely on the product. Apple no longer has to infer that their products are the best by showing you pictures of Albert Einstein and Amelia Earhart...they just show you the products and you know. But I don't see Jobs doing a "fake it 'til you make it" branding presentation anytime soon. :)