애플 스티브 잡스: 마케팅의 본질. Here's to the crazy ones 스크립트
To me, marketing is about values this is a very complicated world, this is a very noisy world.
And we're not gonna get a chance to get people to remember much about us. No companies.
And so we have to be really clear on what we want them to know about us.
Apple, fortunately, is one of the half a dozen best brands in the whole world, right behind Nike, Disney, Coke, Sony is one of the greats of the greats. Not just in this country but all around the world. 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 for the last few years. And we need to bring it back.
The way to do that is not to talk about speeds and fees. It's not to talk about nips and megahertz, it's not to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk is good for you. It's a lie, but they tried anyway. and sales were gone like this, and they tried 'Got Milk' and sales were gone like this. 'Got Milk?' doesn't talk about the product but they talk about the absence of the product.
But the best example of all, and one of the greatest jobs of marketing in the universe I've 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, they never talk about the product, they never talk about their air soles is better than the Reebok's air soles. What is Nike do in their advertisements? They honor great Athletes. They honor great athletics. That's who they are, and that's what they are about. Apple spends a fortune on advertising. you never know it. So, when I got here, Apple just fired agencies and we were doing a competition with 23 agencies that four years from now to pick one. And we blew that off. and we hired 'Chiat Day', the company I was fortunate to work with for years ago. We created some world winning works including the commercial voted for the best ever made in 1984, by advertising professionals.
And, um, we started working about 8 weeks ago. and what the question we asked was, 'our customers wanna know what we are what is it we stand for. and 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 everybody in some cases. But Apple is about more than that. Apple at the core, it's a core value, is that
"We believe, people with passion can change the world for the better."
And that's what we believe. We had the opportunity to work with people like that, and we had the opportunity to work with software developers and customers who have done it. In some big and some small ways. And we believe that people can change for the better . And that those people that crazy enough to think they can change the world are the ones that actually do.
And so what we're going to do, in our first brand campaign, in several years, is to get back to that core value. A lot of things have changed. The market becomes a totally different place than decades ago, and Apple is totally different and Apple's place is totally different. Believe me, products, distribution strategies, manufacturers are totally different but we understand that. But values and core values, those things shouldn't change. The things Apple believed in, at its core, are the same things Apple stands for today. And so, we wanted to find the ways to communicate it. And what we have is something that I am very moved by. It honors the people who changed the world. Some of them are still living, and some of them are not. But ones that aren't, as you will see, you know, and if they ever used the computers it would have been the Mac. And the theme of the campaign is 'think different'. It's the people honoring the people who think different and who moved this world forward. And it's what we are about, and touches the soul of this company. I'm gonna roll it, and I hope that you feel the same way that I do.
Here's to the crazy ones. [Scripts]
The misfits.
The rebels.
Trouble makers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules and they have no respect for the status quo.
You can quote them or disagree with them, glorify or vilify them about the only thing you can't do is ignore them.
because they change things. They push things forward.
While some may see them as the crazy ones.
We see genius, because the people who are crazy enough to think they can change the world are the ones who do.
So that puts it out there. That puts us out the saying 'this is who we are, and this is what we stand for'
do you like it? good?
I know that some people will criticize us for, you know, we're not talking about all those things about why we have better plug and play. But, we got to people know who Apple is, and why is relevant in this world.
