Benefits Before Features

Steve Jobs: And then they tried "Got Milk..."

On this day in 1804, the Vice President of United States mortally wounded Alexander Hamilton in a duel in New Jersey (on the same spot where Hamilton's son was also killed in a duel, three years earlier).

Fast forward to 1993 when the first "Got Milk" commercial aired about the duel.
https://www.youtube.com/watch?v=OLSsswr6z9Y

Four years later, Steve Jobs referred to this successful commercial when launching the "Think Different" ad campaign since it was about brand and benefits, not features. https://www.youtube.com/watch?v=3zyeSTEcNgk