乔布斯关于营销的演讲
网上有个97 年乔布斯7 分钟的演讲，关于营销。
下面是记录稿和机翻
To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award-winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
对我来说....marketing是关于价值观的。这是一个非常复杂的世界。这是一个非常嘈杂的世界。而我们不会有机会让人们对我们有太多的记忆。没有一个公司是这样的! 因此，我们必须真正清楚我们希望他们了解我们什么。
现在，苹果，幸运的是，在整个世界是几个最好的品牌之一 。就在那里与耐克，迪斯尼，可乐，索尼 - 它是一个伟大中的伟大的品牌。不仅仅是在这个国家，在全球范围内都是如此。
但即使是一个伟大的品牌，如果要保持它的相关性和生命力，也需要投资和关注。而在过去的几年里，苹果品牌显然在这方面受到了忽视。我们需要把它带回来!
要做到这一点的方法不是谈论速度和费用。这不是谈论数位和频率，也不是谈论为什么我们比Windows更好。
乳制品行业20年来一直试图说服你，牛奶对你有好处。这是一个谎言，但他们还是尝试了，而销售量却在下降。然后他们尝试了 "喝牛奶"，销售量上升了。"喝牛奶 "甚至不是在谈论产品。事实上，它的重点就是没有产品。
但最好的例子，也是宇宙有史以来最伟大的营销工作之一，就是耐克。记住，耐克卖的是商品。他们卖鞋！！！。
然而，当你想到耐克时，你会感觉到与鞋业公司不同的东西。在他们的广告中，你知道，他们从不谈论产品。他们从来不会告诉你他们的气垫底，为什么他们比锐步的气垫底更好。
耐克在广告中是怎么做的？他们向伟大的运动员致敬。他们向伟大的运动员致敬。这就是他们，这就是他们的宗旨!
苹果公司在广告上花了一大笔钱--你永远不知道....，你永远不知道!
所以......当我来到这里的时候，苹果公司刚刚炒掉了他们的代理公司，有 23家广告代理公司在竞标......你知道......四年后我们会选择一家。然后我们放弃呢这个竞标，我们雇佣了ChiatDay，这家广告公司是我多年前有幸合作过的，创造了一些获奖作品，包括1984年被《广告专业人士》评选为最佳广告的广告。
而且...我们大约在八周前开始工作，我们问的问题是，"我们的客户想知道谁是苹果，我们代表的是什么...我们在这个世界上的位置是什么？"
而我们所做的并不是为人们制造些盒子，来完成他们的工作--虽然我们做得很好。在某些情况下，我们几乎比任何人都做得更好。
但是，苹果的意义不止于此! Apple 的核心......它的核心价值是，我们相信，有激情的人可以改变世界，让世界变得更美好。这就是我们的信念!
而我们也有机会与这样的人合作。我们有机会与像你这样的人合作；与软件开发人员、客户合作，他们或多或少已经做到了。
我们相信，在这个世界上，人们可以把它改变得更好。而那些疯狂地认为自己能够改变世界的人，才是真正能够改变世界的人。
所以，我们在几年来的第一次品牌营销活动中要做的，就是要回到这个核心价值上来!
很多东西都变了。市场与十年前的情况完全不同。而苹果完全不同了--苹果在其中的地位也完全不同了。相信我，产品、分销策略和制造都是完全不同的......我们明白这一点。
但价值观和核心价值--这些东西不应该改变。苹果公司核心所信奉的东西，也是苹果公司今天真正代表的东西。
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