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必看!乔布斯的惊人市场策略

Steve Jobs' amazing marketing strategy - MUST WATCH

对我来说
TO ME….
市场就是追逐价值
…MARKETING IS ABOUT VALUES!
这是一个非常复杂的世界
THIS IS A VERY COMPLICATED WORLD
是一个非常嘈杂的世界
IT’S A VERY NOISY WORLD
我们没有机会给人们留下太多印象
AND WE’RE NOT GOING TO GET A CHANCE TO GET PEOPLE TO REMENBER MUCH ABOUT US
任何一家公司都不可能做到!
NO COMPANY IS!
因此 我们必须相当清楚
AND SO, WE HAVE TO BE REALLY CLEAR…
我们到底想给人们留下怎么样的印象
….ON WHAT WE WANT THEM TO KNOW ABOUT US
现在 苹果
NOW APPLE…
很幸运
…FORTUNATELY…
我们是全世界最好的六个品牌之一
…IS ONE OF HALF–A–DOZEN BEST BRANDS IN THE WHOLE WORLD
和耐克 迪士尼 可口可乐 索尼并驾齐驱
RIGHT UP THERE WITH NIKE, DISNEY,COKE,SONY…
即使是在伟大的公司里 也是拔尖的
IT IS ONE OF THE GREATS OF THE GREATS
不仅仅在这个国家,而且在全世界都是这样
NOR JUST IN THIS COUNTRY,BUT ALL AROUND THE GLOBE
但是 即使是一个伟大的品牌 要想保持领先和活力
BUT…EVEN A GREAT BRAND NEEDS INVESTMENT AND CARING…
也需要投资和维护
…IF ITS GOING TO RETAIN IT’S RELEVANCE AND VITALITY
过去几年里 苹果因为忽视了这方面的问题
AND THE APPLE BRAND HAS CLEARLY SUFFERED FROM NEGLECT…
也在品牌上吃过亏
…IN THIS AREA IN THE LAST FEW YEARS
我们需要重新找回优势
AND WE NEED TO BRING IT BACK!
要想做到这一点
THE WAY TO DO THAT…
就不要说什么速度和费用
IS NOT TO TALK ABOUT SPEEDS AND FEES
不要说什么MIPS架构和兆赫
IT’S NOT TO TALK ABOUT BITS AND MEGA–HERTZ
不要谈论为什么我们比微软好
IT’S NOT TO TALK ABOUT WHY WE ARE BETTER THAN WINDOWS
奶制品制造业花了20年来说服大众 牛奶是个好东西
THE DAIRY INDUSTRY TRIED FOR 20 YEARS TO CONVINCE YOU THAT MILK WAS GOOD FOR YOU
这当然是扯淡 但是不管怎样 他们尝试了!
IT’S A LIE.BUT THEY TRIED ANYWAY!
销售额的趋势就像这样(正在下降)
AND THE SALES WERE FALLING
然后他们把口号换成“来杯牛奶” 销售额就上去了
AND THEN THEY TRIED”GOT MILK”AND THE SALES WENT UP
“来杯牛奶”甚至没有在说他们的产品 事实上 它是在说现在缺产品
GOT MILK WASN’T EVEN TALKING ABOUT THE PRODUCT.IN FACT,IT FOCUCES ON THE ABSENCE OF THE PRODUCT
但是 在所有例子中最好的
BUT…THE BEST EXAMPLE OF ALL
或者说全世界最佳的市场策略之一
AND ONE OF THE GREATEST JOBS OF MARKETING…
大家有目共睹的 就是耐克
THAT THE UNIVERSE HAS EVER SEEN,IS NIKE
发现了吗 耐克在卖一种商品
REMENBER,NIKE SELLS A COMMODITY_
他们在卖鞋子!
THEY SELL SHOES!!!
但是 当你想到耐克
AND YET,WHEN YOU THINK OF NIKE…
你想到的不只是一个做鞋的公司
…YOU FEEL SOMETHING DIFFERENT THAN A SHOE COMPANY
在耐克的广告里 你们都知道 根本就不讲他们的产品
IN THEIR ADS,AS YOU KNOW,THEY DON’T EVER TALK ABOUT THE PRODUCT
他们从不告诉你那些Air系列鞋底怎么样
THEY DON’T EVER TELL YOU ABOUT THEIR AIR SOLES…
或者是为什么他们的鞋底比锐步的好
…AND WHY THEY ARE BETTER THAN REEBOK’S AIR SOLES
耐克的广告到底在讲什么呢?
WHAT DOES NIKE DO IN THEIR ADVERTISING?
他们致敬伟大的运动员 他们致敬伟大的竞技运动
THEY HONOR GREAT ATHLETES.AND THEY HONOR GREAT ATHLETICS
耐克传达的是 他们是谁 他们关注什么
THAT’S WHO THEY ARE,THAT’S WHAT THEY ARE ABOUT!
苹果公司在广告上花了一大笔钱
APPLE SPENDS A FORTUNE ON ADVERTISING_
你永远不会知道有多少钱 永远不会
YOU’D NEVER KNOE IT…YOU’D NEVER KNOW IT
所以 当我刚加入的时候 苹果刚刚解雇了他们的御用代理商
SO…WHEN I GOT HERE, APPLE JUST FIRED THEIR AGENCY
接下来就是一场23家代理商之间的战争
AND THERE WAS A COMPETITION WITH 23 AGENCIES THAT…
四年以来我们终于从中选择了一家
…YOU KNOW…FOUR YEARS FROM NOW WE WOULD PICK ONE
我们很高兴
AND WE BLEW THAT UP AND…
能雇佣CHIAT\DAY
…WE HIRED CHIAT\DAY
能在几年前和这家广告代理商合作 我觉得很幸运
THE AD AGENCY THAT I WAS FORTUNE ENOUGH TO WORK WITH YEARS AGO
这家广告公司创造了一些值得称道的好作品
AND CREATED SOME AWARD WINNING WORK…
包括那支在1984年被专业的广告人士
…INCLUDING THE COMMERCIAL VOTED THE BEST AD EVER MADE,1984
评为有史以来最佳的广告
(BY ADVERTISING PROFESSIONALS)
我们在大约八周前重新开始合作
AND,WE STARTED WORKING ABOUT EIGHT WEEKS AGO
我们提出了一个问题
AND THE QUESTION WE ASKED WAS:
“我们的顾客想知道苹果公司是谁以及我们代表了什么
“OUR CUSTOMERS WANT TO KNOW WHO IS APPLE AND WHAT IS IT THAT WE STAND FOR…
我们在这个世界立足何地”
…WHERE DO WE FIT IN THIS WORLD?”
我们要做的不是制造
WHAT WE’RE ABOUT ISN’T MAKING BOXES…
能帮助人们完成工作的机器
…FOR PEOPLE TO GET THEIR JOBS DONE–
尽管我们也做得挺好的
ALTHOUGH WE DO THAT WELL…
在某些时候 我们甚至比任何人都做得更好
…WE DO THAT BETTER THAN ALMOST ANYBODY,IN SOME CASES
但是苹果的格局不止于此
BUT APPLE IS ABOUT SOMETHING MORE THAN THAT!
苹果的核心价值在于
APPLE AT THE CORE…ITS CORE VALUE–
我们相信那些满腔热血的人
IS THAT,WE BELIEVE THAT PEOPLE WITH PASSION…
可以让世界变得更好
CAN CHANGE THE WORLD FOR THE BETTER
那是我们的信仰
THAT’S WHAT WE BELIEVE!
我们已经有机会和这样的人共事
AND WE HAVE HAD THE OPPORTUNITY TO WORK WITH PEOPLE LIKE THAT
和像在座各位这样的人共事
WE’RE HAD THE OPPORTUNITY TO WORK WITH PEOPLE LIKE YOU:
和一些软件开发商 一些顾客 一些已经小有成就的人
WITH SOFTWARE DEVELOPERS,WITH CUSTOMERS, WHO HAVE DONE IT
在大大小小的领域
IN SOME BIG, AND SOME SMALL WAYS!
我们相信 在这个世界上 人们总是可以像更好的方向去改变
AND WE BELIEVE THAT,IN THIS WOLRD, PEOPLE CAN CHANGE IT FOR THE BETTER
那些疯狂到认为他们可以改变这个世界的人
AND THAT THOSE PEOPLE WHO ARE CRAZY ENOUGH TO THINK THAT THEY CAN CHANGE THE WORLD..
就是那些真正可以做到的人!
…ARE THE ONES THAT ACTUALLY DO!
所以 未来几年在我们的第一场品牌战役中 我们将做的事情是
AND SO,WHAT WE’RE GOING TO DO IN OUR FIRST BRAND MARKETING CAMPAIGN IN SEVERAL YEARS…
回到这个核心价值观上!
…IS TO GET BACK TO THAT CORE VALUE!
有很多东西改变了
A LOT OF THINGS HAVE CHANGED
市场和十年前相比已经完全不同
THE MARKET IS IN A TOTAL DIFFERENT PLACE THAN WHERE IT WAS A DECADE AGO
苹果也完全不同了
AND APPLE IS TOTALLY DIFFERENT-
苹果在市场中的位置也完全不同了
AND APPLE’S PLACE IN IT IS TOTALLY DIFFERENT
相信我 产品 分配策略
AND BELIEVE ME,THE PRODUCTS,AND THE DISTRIBUTION STRATEGY…
制造业也完全不同了
AND THE MANUFACTURING ARE TOTALLY DIFFERENT
这种状况当然可以理解
AND WE UNDERSTAND THAT
但是价值观 核心价值观
BUT VALUES AND CORE VALUES…
是不应该改变的
…THOSE THINGS SHOULDN’T CHANGE
苹果在核心价值观中所深信的
THE THINGS THAT APPLE BELIEVED IN AT ITS CORE…
也就是苹果现如今所真正代表的
…ARE THE SAME THINGS APPLE REALLY STANDS FOR TODAY
我们想找到一个方式来传达它
AND SO WE WANTED TO FIND A WAY TO COMMUNICATE THIS
我们所拥有的
AND WHAT WE HAVE IS SOMETHING THAT…
正是让我动容的
…I AM VERY MOVED BY
苹果致敬那些改变世界的人
IT HONORS THOSE PEOPLE WHO HAVE CHANGED THE WORLD
其中有些还活着
SOME OF THEM ARE LIVING_
有些已经过世
SOME OF THEM ARE NOT
但是那些已经离世的人
BUT THE ONES THAT AREN’T–
正如你看到的
AS YOU’LL SEE–
和知道的
YOU’LL KNOW…
假如他曾经用过电脑
THAT IF THEY EVER USED A COMPUTER…
那多半是Mac!
…IT WOULD HAVE BEEN A MAC!
这场活动的主题正是“不同凡想”
AND THE THEME OF THE CAMPAIGH IS “THINK DIFFERENT”
致敬那些另类思考的人
IT’S HONORING THE PEOPLE WHO THINK DIFFERENT…
以及推动这个世界向前走的人
…AND MOVE THIS WORLD FORWARD
而这正是我们在做的事情
AND IT IS WHAT WR ARE ABOUT
这才真正触摸到苹果公司的灵魂
IT TOUCHES THE SOUL OF THIS COMPANY
所以 我将继续向前 转动它
SO–I AM GONNA GO AHEAD AND ROLL IT
我希望你们能同样地感受到我在做的事情!
AND I HOPE THAT YOU FEEL THE SAME WAY ABOUT IT I DO!
这支影片献给疯狂的一族
HERE’S TO THE CRAZY ONES!
不合时宜的一族
THE MISFITS
反叛者
THE REBELS
麻烦制造者
THE TROUBLEMAKERS
他们与这个世界格格不入
THE ROUND PEGS IN THE SQUARE HOLES
那些对世界有另一副看法的人
THE ONES WHO SEE THINGS DIFFERENTLY
他们不喜欢规则 他们无视现状
THEY’RE NOT FOND OF RULES,AND THEY HAVE NO RESPECT FOR THE STATUS QUO
你可以尊崇他们 反对他们 赞美他们 或诽谤他们
YOU CAN QUOTE THEM,DISAGREE WITH THEM,GLORIFY OR VILIFY THEM
但你唯独无法
BUT THE ONLY THING YOU CAN’T DO…
忽视他们
…IS IGNORE THEM!
因为他们在改变世界!
BECAUSE THEY CHANGE THINGS!
他们推动人类向前
THEY PUSH THE HUMAN RACE FORWARD
尽管有些人会把他们看作疯子
AND WHILE SOME MAY SEE THEM AS THE CRAZY ONES…
我们却视其为天才
…WE SEE GENIUS
因为只有疯狂到认为他们可以改变世界的人
BECAUSE THE PEOPLE WHO ARE CRAZY ENOUGH TO THINK THEY CAN CHANGE THE WORLD…
才是真正让改变发生的人!
…ARE THE ONES WHO DO!

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视频来源

https://www.youtube.com/watch?v=kshIWIc15yg

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