乔布斯关于营销的演讲全文值得反复看

又看了一遍乔布斯关于营销的理解，还是非常经典。我们日常营销工作，很容易做着做着就跑偏了，比如要传达的信息太多导致面目模糊。vs乔布斯明确提到，在噪音遍布的世界，提炼少数要点才是关键。

以下是乔布斯1997年回归苹果后关于“Think Different”的内部演讲全文，中英文版。发布一下，提醒自己反复看，当成无论做公司品牌还是个人品牌的guideline，都很好。

对我来说，营销讲的是价值观。这是个非常复杂的世界，是个非常喧嚣的世界。我们没有机会让人们对我们铭记很多。没有一家公司能做到。所以我们必须非常清楚我们希望他们了解我们什么。

幸运的是，如今苹果已经是世界上最好的六大品牌之一。跟耐克、迪士尼、可口可乐、索尼在同一个级别。它是巨头中的巨头，不仅在美国，在世界范围内都是如此。但是，即使是一个伟大的品牌，如果想要保持其相关性和活力，也需要持续投入branding。

显然，在过去的几年里，苹果品牌在这方面显然受到了忽视。我们需要把它找回来。做到这一点的方法不是谈论速度和费用，不是谈论MIPS架构和兆赫，也不是谈论我们为什么比Windows更好。

乳制品行业花了20年时间试图让人们相信牛奶对你们有好处。这是个谎言，但他们还是尽力了。牛奶的销量原本是这样（往下滑），然后他们推出了“来一杯牛奶”（Got Milk）的营销广告，销量就变成了这样（往上涨）。“来一杯牛奶”广告甚至都不谈论产品——事实上，它关注的是产品的缺失。但最好的例子，也是营销界有史以来最伟大的案例之一，就是耐克。要知道，耐克卖的是商品。他们卖鞋子。然而，当你想到耐克时，你会感觉它和普通的鞋厂不一样。在他们的广告里，如你所知，他们从不谈论产品，他们从不告诉你他们的Air Sole气垫，也不告诉你他们的气垫为什么比锐步的好。

耐克在他们的广告里做了什么呢？他们赞美伟大的运动员和伟大的竞技体育。这就是耐克，这就是他们的本质。

苹果在广告上投入了大量资金。你可能从来都不知道。当我来到这里的时候，苹果刚刚解雇了他们的广告公司。我们和23家广告公司进行了一场竞标，你知道的，四年后我们会选择一家，然后我们把这个过程搞砸了，我们雇佣了李岱艾（Chiat/Day）——一家多年前我有幸与之合作过的广告公司。我们创作了一些获奖作品，包括被广告专业人士评为有史以来最佳广告的《1984》。

大约八周前，我们开始工作。我们提出的问题是：我们的客户想知道苹果是谁，我们代表着什么？我们在这个世界上处于什么位置？我们所做的不仅仅是制造一些让人们完成工作的“盒子”，尽管我们在这方面做得很好。在某些情况下，我们比几乎任何人都做得好。但苹果的意义不止于此。

苹果的核心价值观在于，我们坚信有激情的人可以让世界变得更美好。这就是我们所相信的。我们有机会与这样的人合作，与软件开发者、与用户、与你们一起，以某种小的方式或大的方式改变世界。我们相信人们可以让世界变得更美好。而那些疯狂到认为自己可以改变世界的人，正是那些真正改变世界的人。

所以，我们打算在未来几年开展我们的第一个品牌营销活动，让公司回归核心价值观。很多事情都变了。现在的市场与十年前大不相同。苹果的产品不同了，我们的制造和分销策略不同了，我们的市场地位也不同了。我们明白这一点。但苹果的核心价值观没有改变。苹果过去所相信的，就是它现在所相信的，也是它所代表的。

所以我们想找到一种方式来传达苹果的核心价值观。我们做了一个营销活动，我觉得它非常美妙。它赞美了那些改变世界的人，其中一些人还在世，一些人已经去世。如果他们有机会使用电脑，那肯定会是一台Mac。

这次营销活动的主题是“不同凡想”（Think Different）。我们要赞美那些“不同凡想”的人，他们是推动这个世界前进的人。我们应该向他们致敬。这就是苹果所做的事情。它触及到了苹果公司的灵魂。我希望你们在看到这个广告后，都能和我有同样的感受。

我觉得这是一个很棒的营销活动。它阐述了我们是谁，我们代表着什么，以及为什么这在世界上很重要。我知道有些人会批评它，说为什么你们不谈论我们更好的“即插即用”功能之类的。但首先我们必须让人们了解苹果是谁，苹果代表着什么。

广告里出现的几乎所有人，之前都没出现在广告里过。如果我们没有这么做，他们可能永远都不会出现在广告里。我不认为世界上还有其他公司能做出这样的广告。

我们必须得到在世的人以及去世者的遗产继承人的许可才能使用他们的形象。这对我来说是一次很棒的经历。这些人，无论是在世的还是去世的，都曾发表过与苹果产生共鸣的言论。他们都愿意让我们在广告中使用他们的形象。这对我来说意义重大。这非常鼓舞人心。

感谢在座的各位以及所有苹果员工的奉献。我们一定会拯救这家公司。这是毫无疑问的。问题是，我们能让它再次伟大吗？

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 the 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. And – 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 the speeds and fees, it’s not to talk about MIPS and megahertz, it’s not to talk about why we’re better than Windows.

The dairy industry tried for twenty years to convince you that milk was good for you. It 's a lie but they tried anyway. And the sales were going like this. And then they tried "Got Milk" and the sales are going like this. "Got Milk" doesn’t even talk about the product – as a matter of 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 the 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 're better than Reebok ’s air soles.

What is Nike doing 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 we 're doing a competition with twenty - three 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. We 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 are 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 ’s 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 had the opportunity to work with people like that, with software developers, with users, with you guys, to change the world, in some small way or some big way. We believe that people can change the world for the better. And that those people who are crazy enough to think that they can change the world are the ones who do.

So, we are going to launch our first brand marketing campaign in several years, to bring the company back to its core values. A lot has changed. The market is very different than it was ten years ago. Apple ’s products are different, our manufacturing and distribution strategies are different, our market position is different. We understand that. But Apple ’s core values haven’t changed. What Apple believed in then is what it believes in now and what it stands for.

So we wanted to find a way to communicate Apple ’s core values. And we created a marketing campaign that I think is beautiful. It honors those who have changed the world, some of whom are still with us and some of whom have passed on. And if they had a chance to use a computer, it would have been a Mac.

The theme of this campaign is "Think Different." We want to celebrate the people who "Think Different," the people who are the reason this world moves forward. We should pay tribute to them. That ’s what Apple does. It goes to the core of who Apple is. And I hope that you all feel the same way I do about it after seeing it.

I think it ’s a great campaign. It says who we are and what we stand for and why it matters in the world. And I know that some people will criticize it and say, why didn’t you talk about our better "plug - and - play" features or something like that. But first we have to make people understand who Apple is and what Apple stands for.

Almost none of the people in the ads have ever been in an ad before. And if we hadn’t done this, they probably never would have been in an ad. And I don’t think there ’s another company in the world that could have done this ad.

We had to get permission from the people who are still alive and the estates of those who have passed on to use their images. And it was an amazing experience for me. These people, whether they were alive or dead, had all made statements that resonated with Apple. And they were all willing to let us use their images in the ad. And that meant a lot to me. It was very inspiring.

Thank you all for your dedication, both inside this room and outside. We are going to save this company. There ’s no question about that. The question is, can we make it great again?

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