we tried to get back to the basics of great products,
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 in 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 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 twenty years to convince you
that milk was good for you,
it is a lie but they tried anyway and the sales’re going like this
and then they tried ‘Got milk’ and the sales’re going like this.
and one of the greatest jobs of marketing that
the universe’s ever seen is Nike.
one of the greatest jobs of marketing that the universe’s ever seen is Nike.
Remember Nike sells 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 products
They honor great athletes and they honor great athletics.
That’s who they are.
That’s what they are about.
Apple spent a fortune on advertising,
you never know it, you never know it.
And we started working about 8 weeks ago,
and what was 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’re 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 some more than that.
Apple at the core, its core value, is that
we believe that people with passion
信じることです。情熱を持った人達が
can change the world for the better,
より良い世界のために世を変えるこおができるということ
that’s what we believe,
and we’ve had the opportunity to work with people like that.
私達はそんな人々と一緒に仕事をしてきました。
And we believe that in this world,
people can change it for the better and that
those people that are crazy enough to think they can change the world
世界を変えられると思うそんな狂った人だけが
are the ones that actually do.
現実に世の中を変える人です
