{"id":7157,"date":"2015-10-05T17:48:42","date_gmt":"2015-10-05T09:48:42","guid":{"rendered":"http:\/\/inhaoxu.com\/blog\/?p=7157"},"modified":"2015-10-07T11:43:07","modified_gmt":"2015-10-07T03:43:07","slug":"%e4%b9%94%e5%b8%83%e6%96%af%e5%af%b9%e8%90%a5%e9%94%80%e7%a9%b6%e7%ab%9f%e8%af%b4%e4%ba%86%e4%bb%80%e4%b9%88%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/inhaoxu.com\/blog\/?p=7157","title":{"rendered":"\u4e54\u5e03\u65af\u662f\u5982\u4f55\u5356\u4ed6\u7684\u5e7f\u544a\u521b\u610f\u7684\uff1f"},"content":{"rendered":"<p>\u4e54\u5e03\u65af\u8bf4\u8fc7\u7684\u5f88\u591a\u8bdd\u90fd\u88ab\u8425\u9500\u4e1a\u5185\u7684\u4eba\u5f53\u4f5c\u5ea7\u53f3\u94ed\uff0c\u4eca\u5929\u6211\u4eec\u6765\u804a\u804a\u8fd9\u53e5\uff1a\u201c\u5bf9\u6211\u6765\u8bf4\uff0c\u8425\u9500\u5b66\u8bb2\u7684\u662f\u4ef7\u503c\u89c2\u3002\u201d\u5f88\u591a\u4eba\u4e0d\u77e5\u9053\u8fd9\u53e5\u8bdd\u6765\u6e90\u4e8e\u54ea\u91cc\uff0c\u4eca\u5929\u5c31\u4e0e\u5927\u5bb6\u5206\u4eab\u4e00\u4e0b\u8fd9\u53e5\u8bdd\u7684\u51fa\u5904\u3002<\/p>\n<p>&nbsp;<\/p>\n<p><iframe 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Jobs talk about apple brand<\/p>\n<p>To me\u2026.marketing is about values. This is a very complicated world. It\u2019s a very noisy world. And we\u2019re 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.<\/p>\n<p>Now Apple, fortunately, is one of half-a-dozen best brands in the whole world.Right up there with Nike, Disney, Coke, Sony \u2014 it is one of the greats of the greats. Not just in this country, but all around the globe.But even a great brand needs investment and caring if it\u2019s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglecting this area in the last few years. And we need to bring it back!<\/p>\n<p>The way to do that is NOT to talk about speeds and fees. It\u2019s NOT to talk about its and mega-hertz. It\u2019s NOT to talk about why we are better than Windows.<\/p>\n<p>The dairy industry tried for 20 years to convince you that milk was good for you. It\u2019s a lie, but they tried anyway. And the sales were falling. And then they tried \u201cGot milk\u201d and the sales went up. \u201cGot milk\u201d wasn\u2019t even talking about the product. In fact, it focuses on the absence of the product.<\/p>\n<p>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 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\u2019t ever talk about the product.They don\u2019t ever tell you about their air soles and why they are better than Reebok\u2019s air soles.<\/p>\n<p>What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That\u2019s who they are, that\u2019s what they are about!<\/p>\n<p>Apple spends a fortune on advertising \u2014 you\u2019d never know it\u2026.you\u2019d never know it!<\/p>\n<p>So\u2026when I got here, Apple just fired their agency and there was a competition with 23 agencies that\u2026you know\u2026four 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 and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).\u3000And\u2026we started working about eight weeks ago, and the question we asked was,\u201cOur customers want to know who is Apple and what is it that we stand for\u2026where do we fit in this world?\u201d<\/p>\n<p>And what we\u2019re about isn\u2019t making boxes for people to get their jobs done \u2014although we do that well. We do that better than almost anybody, in some cases.<\/p>\n<p>But Apple is about something more than that! Apple at the core\u2026its core value \u2014is that, we believe that people with passion can change the world for the better. That\u2019s what we believe!<\/p>\n<p>And we have had the opportunity to work with people like that. We\u2019ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!<\/p>\n<p>And so, what we\u2019re going to do in our first brand marketing campaign in several years, is to get back to that core value!<\/p>\n<p>A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different \u2014 and Apple\u2019s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different\u2026and we understand that.<\/p>\n<p>But values and core values \u2014 those things shouldn\u2019t change. The things that Apple believed in at its core, are the same things Apple really stands for today.<\/p>\n<p>\u2022END\u2022<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u4e54\u5e03\u65af\u8bf4\u8fc7\u7684\u5f88\u591a\u8bdd\u90fd\u88ab\u8425\u9500\u4e1a\u5185\u7684\u4eba\u5f53\u4f5c\u5ea7&hellip;  <a href=\"https:\/\/inhaoxu.com\/blog\/?p=7157\" class=\"more-link\">more <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":35,"featured_media":7162,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[211,284],"_links":{"self":[{"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/7157"}],"collection":[{"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7157"}],"version-history":[{"count":0,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/7157\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=\/wp\/v2\/media\/7162"}],"wp:attachment":[{"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inhaoxu.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}