乔布斯对营销策划方案者究竟说了什么？
乔布斯说过的很多话都被营销业内的人当作座右铭，今天我们来聊聊这句：“对我来说，营销学讲的是价值观。”很多人不知道这句话来源于哪里，今天就与大家分享一下这句话的出处。
在有关发现营销SDi的一些分享中，我们援引了乔布斯的营销观，和他那句在我看来并非鲜为人知的名言——“对我来说，营销学讲的是价值观。”过去曾有朋友好奇问其出处，今天给大家带来的就是这个出处。作为营销人，如果你没看过这个视频，损失应该会很大。
乔布斯有很多演讲，这肯定不是其中最知名，最受人称道的一个，但却是最应受到营销人重视的一个。这是乔布斯重回苹果不久，推出著名的“不同凡想”广告之前，所做的一个内部分享，你能看到他甚至还穿着短裤和凉鞋。
当然这些丝毫不会减损其价值，相反，我们将看到他有序地阐述了一种以观念为导向的品牌构建原则，直击营销的内核——一种明确的价值理念的传递。
稍感遗憾的是，始终未找到这个视频的中文版。
好消息是，如果你看过宇见之前推荐的，肯·西格尔所著的《疯狂的简洁》，翻开第108页，基本上就与这段视频一一对应上了。
索性，也摘录于下，方便大家学习：
“对我来说，营销学讲的是价值观。世界非常复杂，也非常嘈杂，我们没有机会让大众牢牢记住我们，没有一家公司能做到这一点，因此，我们必须把想让别人记住的事说清楚，讲明白。
幸运的是，苹果如今已成为全球五大品牌之一，紧跟在耐克、迪斯尼、可口可乐、索尼后面；苹果是巨头中的巨头，不只在美国是这样，在世界范围内都是这样。即 便如此，如果一个伟大的品牌想保持自己的领军地位和活力，就需要对品牌进行投资和呵护。在过去的几年里，苹果对这方面的疏忽让品牌受到了影响。我们需要找 回失去的东西。
现在不是谈论速度和反馈的时候，不是谈论MIPS架构和兆赫的时候，也不是说我们为什么优于Windows系统的时候。
乳品行业用了二十年来说服大众牛奶对人有好处。尽管这是个谎言，但他们还是试过。（观众大笑）牛奶销量是这样（拇指向下的动作）的时候，他们试着推出了著 名的“来杯牛奶”广告；销量因此变成了这样（竖起手臂向上），“来杯牛奶”这则广告甚至不谈价格——事实上，商家并不打算把价格定为焦点。
然而，最好的例子当属耐克，耐克可以称得上是营销界史无前例的最强者，请记住，耐克卖的是商品，是鞋。然而，当你想起耐克时，你会觉得它与其它鞋业公司有 所不同。人们都知道耐克的广告从来不提及价格。他们永远不会告诉你耐克的气垫里隐藏着些什么秘密，为什么它比锐步的好。那么，耐克的广告究竟是在宣传什么 呢？它们宣传的是尊重伟大的运动员和竞技体育，这就是耐克，这就是它关注的内容。
苹果在广告上砸了重金，这一点你们永远不会知道……当我来到这里时，苹果（刚刚）解雇了御用广告公司，在23家公司的候选名单中整整挑了4年，并最终确定 了一家，我们欣喜若狂地聘用了李岱艾广告公司，能与李岱艾合作，我觉得三生有幸，就在几年前，李岱艾的作品获得了若干殊荣，其中之一是由专业广告人士评出 的1984年以来最佳广告奖。
就这样，我们再次开始与李岱艾合作，苹果对它提出的问题是，我们的用户想知道：“苹果是什么？它的立场如何？在全球处于什么地 位？”苹果要做的不只是帮助人类完成工作的机器——尽管在这方面它已经做到了尽善尽美，在某些情况下，甚至做到了最好——但苹果远不止这点本事，苹果的核 心价值观在于，相信富有激情的人能让世界变得更美好，这就是我们的信仰……我们疯狂地认为，能付诸实践的人，才是能改变世界的人。
因此，苹果打算在近几年内开展第一次品牌营销活动，让公司回归核心价值观。很多事情都改变了，如今的市场与10年前完全不同，苹果是崭新的，苹果的地位亦是如此……但苹果的价值观和核心价值观不能变，苹果核心价值观认定的东西，就是如今苹果所坚持的东西。
我们希望找到一种沟通方式，我为苹果拥有的一切而感动。苹果尊敬那些改变世界的人，其中一些尚且在世，另一些人已离我们而去。但如你所知，那些离世的人中，但凡使用过电脑的，一般都是苹果电脑。广告的主题是“不同凡想”，目的是向不同凡想的，推动世界进步的人们致以崇高敬意。这就是苹果要做的事，这触及了苹果公司的灵魂……我希望你们能和我一样，与之产生共鸣。
附：乔布斯的苹果营销核心秘诀演讲稿
Steve Jobs talk about apple brand
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 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.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 neglecting 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 fees. It’s NOT to talk about its and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In 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 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 are better than Reebok’s 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 a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 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 and 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’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 is 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 have had the opportunity to work with people like that. We’ve 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!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
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 — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
