Steve Jobs: doing the right thing is the best branding of all

Tags: iPod, Marketing, Apple

Today's New York Times notes that Apple CEO Steve Jobs called the family of the teenager who was mugged and killed for his Apple iPod over the weekend. It was not a long call, but the father of the boy noted its sincerity.

"Some people talk to you like they're something remote," Mr. Rose said. "He was so familiar. After every word, he paused, as if each word he said came from his heart."

Apple rightfully wouldn't comment on the call. But the humanity of this billionaire CEO certainly speaks volumes for the company and his brand. Bravo Steve.