Apple's value by Jobs

To me, marketing's 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, not just in this country, but all around the global.

所以我们必须非常清楚我们想让他们知道我们的什么。现在幸运的是，苹果是全世界最好的半打品牌之一。与耐克、迪士尼、可口可乐、索尼并列。它是伟大的之一，不仅在这个国家，而且在全球范围内。

But even a great brand needs investment and caring, if it's gonna retain its relevance and vitality, and the apple brand has clearly suffered from neglect in this area in the last few years.

但即使是一个伟大的品牌也需要投资和关怀，才能保持其相关性和活力，而苹果品牌在过去几年中显然在这方面受到了忽视。

And we need to bring it back. the way to do that is not to talk about speeds and feeds, it's not to talk about nips and megahertz; it's not to talk about why we're better than windows. The dairy industry tried for 20 years to convince you that milk was good for you -- its a lie, but they tried anyway. And the sales were going like this (down) and then they tried "got milk? " and the sales are going like this(up). "Got milk ?" doesn't even talk about the product fact that focuses on the absence of the product .

The best example of all and one of the greatest jobs of marketing in the university 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 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 fortune on advertising you'd never know it ...

他们尊重伟大的运动员，尊重伟大的田径运动。这就是他们。这就是他们的目的。苹果在你永远不会知道的广告上花了很多钱。..

So when I got here, we apple just fired their agency . We're doing a competition with twenty three agencies. You know four years from now would have picked one and we blew that up. and we hired Chiat the agency ad. That I was fortunate enough to work with years ago.