marketing bad word for steve jobsPOST SUMMARY: Apple VP of Worldwide Marketing Communication Allison Johnson said the two most “dreaded, hated” words at Apple under Steve Jobs were “branding” and “marketing.  “In Steve’s mind,” she recalls, “people associated brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product. So any time we said ‘brand’ it was a dirty word.”