这是一篇来自28年前的演讲，至今对于从产品思维走向品牌思维，仍有其历史性的意义，尤其对于广大有志于全球舞台的中国企业而言，“回归核心价值“ 精准诠释了品牌建设的真谛，产品再好，技术再好，而伟大的品牌永远立足于价值的传递。作为专注于全球品牌战略与品牌出海GTM的咨询机构，国迪咨询深知价值驱动的品牌建设对企业全球化和品牌出海的重要性，再度分享此文，希望启发大家思考我们自己：客户希望知道我们是谁？我们立足于什么而存在？我们在世界的定位何在？（Our customers want to know who is Apple and what is it that we stand for? Where do we fit in this world?）
以下是经专业编译的演讲全文：
在我看来，营销的核心在于价值的传递。我们身处一个信息爆炸的世界，周遭信息复杂而喧嚣。在这样的环境中，任何一个品牌都难以在人们心中占据太多记忆空间。正因如此，我们更需要想清楚一个根本性问题：我们最希望人们记住的，究竟是什么？
幸运的是，苹果已然跻身全球最具价值的六大品牌之列，与耐克、迪士尼、可口可乐、索尼等伟大品牌齐名。然而，即便是如此卓越的品牌，若想持续保持影响力与生命力，也需要持续投入与悉心呵护。但在过去几年，苹果品牌显然在这方面有所欠缺。很显然重振品牌的关键，不在于谈论速度、价格、技术参数，也不在于比较我们与Windows的优劣。
乳制品行业花了二十多年时间试图说服人们相信"牛奶有益"----这是个忽悠，但他们一直在尝试，然后牛奶的销量还是这样（往下滑），然后他们尝试了“来杯牛奶”（Got Milk）的营销概念，销量就变成了这样（往上涨）。“来杯牛奶”广告甚至都不谈论产品自身——事实上，它关注的是品类的缺位。（国迪点评：这是个典型的美国市场品类品牌案例，关心人，远甚于产品，这点非常值得中国企业与中国品牌出海美国时深思与借鉴）
最好的例子，也是营销界有史以来最伟大的案例之一，就是耐克。要知道，耐克卖的是商品——他们卖鞋子。然而，当你想到耐克时，你会感觉它和普通的鞋厂不一样。在他们的广告里，从不谈论产品本身，他们从不告诉你他们的Air Sole气垫，也不解释为何优于竞争对手。耐克在广告中做了什么？他们致敬伟大的运动员，颂扬崇高的体育精神。这正是他们的本质，是他们的灵魂所在。
苹果在广告上投入巨大，却鲜为人知。当我重返苹果时，公司刚解雇了原广告代理商。我们本应在23家代理商中展开长达四年的竞标，但我果断终止了这个流程，选择了Chiat/Day——一家多年前我有幸与之合作创造过辉煌的广告公司。我们曾一起打造了荣获大奖、被广告业专业人士评为史上最佳的《1984》广告。
八周前我们开始合作，我们提出的问题是：用户希望知道苹果是谁？我们立足于什么而存在？我们在世界的定位何在？我们不只是制造“方盒子”（指电脑）来帮助人们完成工作——虽然我们确实做得很好，但苹果的确不止于此。（国迪点评：以上就是产品思维与品牌思维的区别，即价值究竟是仅仅停留在产品自身的价值，还是可以上升到品牌层面的用户价值，乃至扩大到社会价值）
苹果的核心价值在于，我们坚信有激情的人可以让世界变得更美好。这就是我们所相信的。我们有机会与这样的人合作，与软件开发者、与用户、与你们一起，以某种小的方式或大的方式改变世界。我们相信人们可以让世界变得更美好。而那些疯狂到认为自己可以改变世界的人，正是那些真正改变世界的人。（国迪点评：全球品牌建设要关心的是人，远甚于产品，这点非常值得中国企业与中国品牌深思与借鉴）
所以我们想找到一种方式来传达苹果的核心价值。我们打算在未来几年开展我们的第一个品牌营销活动，让公司回归核心价值。很多事情都变了。现在的市场变了，苹果的产品不同了，我们的制造和分销策略不同了，我们的市场地位也不同了。我们明白这一点。但苹果的核心价值没有改变。苹果过去所相信的，就是它现在所相信的，也是它所代表的。我们向改变世界的先锋们致敬——他们中有些人依然在世，有些已与世长辞。如果给他们一台电脑，那一定会是Mac。（国迪点评：品牌核心价值是长期的，持之以恒的，跨越产品生命周期，跨越营销时代周期，是全球品牌的顶层设计）。
这次营销活动的主题是“不同凡想”（Think Different）。我们要赞美那些“不同凡想”的人，他们是推动这个世界前进的人。我们应该向他们致敬。我们要赞颂那些"不同凡想"的人，这正是苹果存在的意义。它触及到了苹果公司的灵魂。我希望你们在看到这个广告后，都能和我有同样的感受。
广告中出现的人物，几乎从未出现在任何商业广告中。若非这次合作，他们可能永远不会涉足广告领域。我相信，世界上没有第二家公司能完成这样的创举。我们获得了在世者本人的许可，也获得了已故者遗产管理机构的授权，得以使用他们的肖像。这对我而言是震撼心灵的体验。这些人——无论在世与否——他们的言行都与苹果精神共鸣。他们都愿意让我们在广告中使用他们的形象，这让我无比感动，深受鼓舞。（国迪点评：产品层面只能诉求参数，以及用户满意度，最多只能得局部市场，有动能，而品牌追求与人的精神共鸣，方可以得全球声望，有势能）
感谢在座各位以及公司全体同仁的奉献。我们必将挽救这家公司，这毋庸置疑。现在唯一的问题是：我们能否让它重归伟大。
附上原文：
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?
借鉴乔布斯的品牌智慧一文，可以发现，在全球化竞争中品牌出海，充满不确定性，我们必须深思：坚守什么样的价值，才能从产品走向品牌，才能从货架走向心智，才能以人为本，跨越产品品生命周期， 跨越营销时代周期，跨越地域与文化边界，赢得世界的尊重与认可。国迪咨询愿与有志于全球化发展的中国企业携手，共创未来属于中国品牌的黄金时代。
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