Steve Jobs Oldie but Goodie

史蒂夫·乔布斯老古板却招人喜欢

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…

对我来说，营销是关于价值观。这是一个非常复杂的世界，这是一个非常嘈杂的世界。我们无法让人们记住你很多 --没有一家公司能做到这样。因此我们必须清楚我们希望人们了解我们什么...

Even a great brand needs investment and caring if it’s going to retain its relevance and vitality…

即使是一个伟大的品牌也需要投资和关怀，如果它要保持其相关性和活力的话...

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’re 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…

市场营销中做的最棒的典范之一，是耐克。记住，耐克公司销售日用品 - 他们卖鞋！然而，当你想到耐克，你会觉得耐克并不同于一个单纯的鞋业公司。在他们的广告里，他们不谈论产品。他们不告诉你，为什么他们的空气鞋底比锐步的空气鞋底更好。耐克做的什么广告？他们敬重伟大的运动员，他们崇敬伟大的田径比赛。这就是耐克，这就是耐克关于什么...

Our customers want to know who is Apple and what is it we stand for.  Where do we fit in this world?…

我们的客户想知道谁是苹果，什么是我们的主张。我们在哪里方面适合这个世界...

Apple at the core, it’s core value, is that we believe that people with passion CAN change the world for the better.  That’s what we believe…

苹果公司的核心，它的核心价值，是我们相信，有热情的人可以改变世界让它变得更美好。这就是我们相信的...

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 a totally different place than 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 manufacturing – they’re 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 that Apple really stands for today…

那么，我们所要做的，在我们长期的第一品牌营销活动中，就是要回到那个核心价值。很多事情已经改变了 - 市场跟十多年前比，全然不同了，苹果在这个市场中也完全不同了。相信我，产品以及它的分销策略和制造 -  它们是完全不同了。我们也理解这一点。但是价值观和核心价值观，这些事情应该不会改变。苹果坚信的核心是苹果之所以立足今天的根本...