又看了一遍喬布斯關(guān)于營銷的理解，還是非常經(jīng)典。我們?nèi)粘I銷工作，很容易做著做著就跑偏了，比如要傳達的信息太多導(dǎo)致面目模糊。vs喬布斯明確提到，在噪音遍布的世界，提煉少數(shù)要點才是關(guān)鍵。

以下是喬布斯1997年回歸蘋果后關(guān)于“Think Different”的內(nèi)部演講全文，中英文版。發(fā)布一下，提醒自己反復(fù)看，當(dāng)成無論做公司品牌還是個人品牌的guideline，都很好。

對我來說，營銷講的是價值觀。這是個非常復(fù)雜的世界，是個非常喧囂的世界。我們沒有機會讓人們對我們銘記很多。沒有一家公司能做到。所以我們必須非常清楚我們希望他們了解我們什么。

幸運的是，如今蘋果已經(jīng)是世界上最好的六大品牌之一。跟耐克、迪士尼、可口可樂、索尼在同一個級別。它是巨頭中的巨頭，不僅在美國，在世界范圍內(nèi)都是如此。但是，即使是一個偉大的品牌，如果想要保持其相關(guān)性和活力，也需要持續(xù)投入branding。

顯然，在過去的幾年里，蘋果品牌在這方面顯然受到了忽視。我們需要把它找回來。做到這一點的方法不是談?wù)撍俣群唾M用，不是談?wù)揗IPS架構(gòu)和兆赫，也不是談?wù)撐覀優(yōu)槭裁幢萕indows更好。

乳制品行業(yè)花了20年時間試圖讓人們相信牛奶對你們有好處。這是個謊言，但他們還是盡力了。牛奶的銷量原本是這樣（往下滑），然后他們推出了“來一杯牛奶”（Got Milk）的營銷廣告，銷量就變成了這樣（往上漲）?！皝硪槐Ｄ獭睆V告甚至都不談?wù)摦a(chǎn)品——事實上，它關(guān)注的是產(chǎn)品的缺失。但最好的例子，也是營銷界有史以來最偉大的案例之一，就是耐克。要知道，耐克賣的是商品。他們賣鞋子。然而，當(dāng)你想到耐克時，你會感覺它和普通的鞋廠不一樣。在他們的廣告里，如你所知，他們從不談?wù)摦a(chǎn)品，他們從不告訴你他們的Air Sole氣墊，也不告訴你他們的氣墊為什么比銳步的好。

耐克在他們的廣告里做了什么呢？他們贊美偉大的運動員和偉大的競技體育。這就是耐克，這就是他們的本質(zhì)。

蘋果在廣告上投入了大量資金。你可能從來都不知道。當(dāng)我來到這里的時候，蘋果剛剛解雇了他們的廣告公司。我們和23家廣告公司進行了一場競標(biāo)，你知道的，四年后我們會選擇一家，然后我們把這個過程搞砸了，我們雇傭了李岱艾（Chiat/Day）——一家多年前我有幸與之合作過的廣告公司。我們創(chuàng)作了一些獲獎作品，包括被廣告專業(yè)人士評為有史以來最佳廣告的《1984》。

大約八周前，我們開始工作。我們提出的問題是：我們的客戶想知道蘋果是誰，我們代表著什么？我們在這個世界上處于什么位置？我們所做的不僅僅是制造一些讓人們完成工作的“盒子”，盡管我們在這方面做得很好。在某些情況下，我們比幾乎任何人都做得好。但蘋果的意義不止于此。

蘋果的核心價值觀在于，我們堅信有激情的人可以讓世界變得更美好。這就是我們所相信的。我們有機會與這樣的人合作，與軟件開發(fā)者、與用戶、與你們一起，以某種小的方式或大的方式改變世界。我們相信人們可以讓世界變得更美好。而那些瘋狂到認(rèn)為自己可以改變世界的人，正是那些真正改變世界的人。

所以，我們打算在未來幾年開展我們的第一個品牌營銷活動，讓公司回歸核心價值觀。很多事情都變了?，F(xiàn)在的市場與十年前大不相同。蘋果的產(chǎn)品不同了，我們的制造和分銷策略不同了，我們的市場地位也不同了。我們明白這一點。但蘋果的核心價值觀沒有改變。蘋果過去所相信的，就是它現(xiàn)在所相信的，也是它所代表的。

所以我們想找到一種方式來傳達蘋果的核心價值觀。我們做了一個營銷活動，我覺得它非常美妙。它贊美了那些改變世界的人，其中一些人還在世，一些人已經(jīng)去世。如果他們有機會使用電腦，那肯定會是一臺Mac。

這次營銷活動的主題是“不同凡想”（Think Different）。我們要贊美那些“不同凡想”的人，他們是推動這個世界前進的人。我們應(yīng)該向他們致敬。這就是蘋果所做的事情。它觸及到了蘋果公司的靈魂。我希望你們在看到這個廣告后，都能和我有同樣的感受。

我覺得這是一個很棒的營銷活動。它闡述了我們是誰，我們代表著什么，以及為什么這在世界上很重要。我知道有些人會批評它，說為什么你們不談?wù)撐覀兏玫摹凹床寮从谩惫δ苤惖摹５紫任覀儽仨氉屓藗兞私馓O果是誰，蘋果代表著什么。

廣告里出現(xiàn)的幾乎所有人，之前都沒出現(xiàn)在廣告里過。如果我們沒有這么做，他們可能永遠(yuǎn)都不會出現(xiàn)在廣告里。我不認(rèn)為世界上還有其他公司能做出這樣的廣告。

我們必須得到在世的人以及去世者的遺產(chǎn)繼承人的許可才能使用他們的形象。這對我來說是一次很棒的經(jīng)歷。這些人，無論是在世的還是去世的，都曾發(fā)表過與蘋果產(chǎn)生共鳴的言論。他們都愿意讓我們在廣告中使用他們的形象。這對我來說意義重大。這非常鼓舞人心。

感謝在座的各位以及所有蘋果員工的奉獻。我們一定會拯救這家公司。這是毫無疑問的。問題是，我們能讓它再次偉大嗎？

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?

杰克?韋爾奇說：“你可以拒絕學(xué)習(xí)，但你的競爭對手不會！”

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