For me
Marketing is about values
is a word very complicated
It’s a noisy word
And we will not have a chance to get people to remember much about us
No company is
So we have to be really clear
Queremmos about what they know about us
Now Apple
Fortunately
It is one of the top six brands from around the world
Up there with Nike, Disney. Coca-Cola, Sony
It is one of the best of the best
Not only in this country but across the globe
But even a great brand needs investment and care
Whether it will retain its relevance and vitality
And the Apple brand has clearly suffered neglect
In this area in recent years
And we need to bring this again
The way to do this
We are not talking about speed and rates
We are not talking about bits and megahertz
We are not talking about why we are better than Windows
The dairy industry has tried for the past 20 years, convinced that milk is good for you
It is a lie, but they tried anyway
(Laughs) And sales were falling
And then they tried to “Drink Milk” and sales soared.
“Drink milk” not even talked about the product, in fact, focuses on the absence of product
But the best example of all
And one of the best marketing jobs
The universe has ever seen is NIke
Remember, Nike sells a commodity
They sell shoes!
And yet, when you think about Nike
Do you feel something other than a shoe company
In your ads, as you know, they never talk about the product
They never talk about their soles air
And because they are better than the soles Rebook
What makes Nike in their ads?
They honor great athletes and they honor the great athletics
This is who they are, this is about what they are!
Apple spends a fortune on ads
You’d never know it, you’d never know it
So when I got here, Apple fired his agency
It was a competition with 23 agencies that ..
You know, four years from now we’ll choose one
And we blew up that
We hired Chiat \ Day
The advertising agency I was very happy to work for four years
And we have created a winning work
Including the best commercial ever made, in 1984
For professional advertising
And we started working eight years ago
And the question we asked ourselves was
Customers want to know who is Apple and what it means
Where we fit in this world?
And what about what we are, it is not to make boxing
For people who get their jobs done
Although we make it right
We do better than anyone, in some cases
But Apple is about something more than this!
Apple at the core … your core value …
It is that we believe people with passion
Can change the world for the better
This is what we believe
And we have the opportunity to work with people with these
We have had the oporunidade of trablahar with people like you
With software developers, with clients who have done it
In some small and some great ways
And we believe that in this world people can change for the better
And people who are crazy enough to think they can change the world …
They are the ones that can do this
And then … what we do in our first marketing campaign in several years
You bring back that central value
Many things have changed
The market is in a different place than it was a decade ago
And Apple is totally different
And the place of Apple it is totally different
And believe me, the products and the distribution strategy
And manufacturing is totally different
And we understand that
But the values and core values
These things should not change
Things that Apple believes in its center
Are the same things that Apple believes today
And then we look for a way to communicate this
And what we have is something that
I am very moved
This honor people who have changed the world
Some of them are living
some not
But those who are not
As you will see
You will know
that if they had used a computer
It would have been a Mac
And the theme of the campaign is “Think Different”
This honors the person who think differently
And who are moving this world forward
And it is on this that we are
This touches the soul of this company
So I’ll go ahead and do this
And I hope you feel the same way I feel
Here are crazy
the clumsy
the rebels
the troublemakers
The round pegs in the square holes
Those who see things differently
They’re not fond of rules and they have no respect for the status quo
You can quote them, disagree with them, glorify or despise them
But the only thing you can not do
You ignore them
Because they changed things
They took the human race forward
And while some see them as the crazy
We see geniuses
Because the people who are crazy enough to think they can change the world
They are the ones that change
THINK DIFFERENT
Marketing is about values
is a word very complicated
It’s a noisy word
And we will not have a chance to get people to remember much about us
No company is
So we have to be really clear
Queremmos about what they know about us
Now Apple
Fortunately
It is one of the top six brands from around the world
Up there with Nike, Disney. Coca-Cola, Sony
It is one of the best of the best
Not only in this country but across the globe
But even a great brand needs investment and care
Whether it will retain its relevance and vitality
And the Apple brand has clearly suffered neglect
In this area in recent years
And we need to bring this again
The way to do this
We are not talking about speed and rates
We are not talking about bits and megahertz
We are not talking about why we are better than Windows
The dairy industry has tried for the past 20 years, convinced that milk is good for you
It is a lie, but they tried anyway
(Laughs) And sales were falling
And then they tried to “Drink Milk” and sales soared.
“Drink milk” not even talked about the product, in fact, focuses on the absence of product
But the best example of all
And one of the best marketing jobs
The universe has ever seen is NIke
Remember, Nike sells a commodity
They sell shoes!
And yet, when you think about Nike
Do you feel something other than a shoe company
In your ads, as you know, they never talk about the product
They never talk about their soles air
And because they are better than the soles Rebook
What makes Nike in their ads?
They honor great athletes and they honor the great athletics
This is who they are, this is about what they are!
Apple spends a fortune on ads
You’d never know it, you’d never know it
So when I got here, Apple fired his agency
It was a competition with 23 agencies that ..
You know, four years from now we’ll choose one
And we blew up that
We hired Chiat \ Day
The advertising agency I was very happy to work for four years
And we have created a winning work
Including the best commercial ever made, in 1984
For professional advertising
And we started working eight years ago
And the question we asked ourselves was
Customers want to know who is Apple and what it means
Where we fit in this world?
And what about what we are, it is not to make boxing
For people who get their jobs done
Although we make it right
We do better than anyone, in some cases
But Apple is about something more than this!
Apple at the core … your core value …
It is that we believe people with passion
Can change the world for the better
This is what we believe
And we have the opportunity to work with people with these
We have had the oporunidade of trablahar with people like you
With software developers, with clients who have done it
In some small and some great ways
And we believe that in this world people can change for the better
And people who are crazy enough to think they can change the world …
They are the ones that can do this
And then … what we do in our first marketing campaign in several years
You bring back that central value
Many things have changed
The market is in a different place than it was a decade ago
And Apple is totally different
And the place of Apple it is totally different
And believe me, the products and the distribution strategy
And manufacturing is totally different
And we understand that
But the values and core values
These things should not change
Things that Apple believes in its center
Are the same things that Apple believes today
And then we look for a way to communicate this
And what we have is something that
I am very moved
This honor people who have changed the world
Some of them are living
some not
But those who are not
As you will see
You will know
that if they had used a computer
It would have been a Mac
And the theme of the campaign is “Think Different”
This honors the person who think differently
And who are moving this world forward
And it is on this that we are
This touches the soul of this company
So I’ll go ahead and do this
And I hope you feel the same way I feel
Here are crazy
the clumsy
the rebels
the troublemakers
The round pegs in the square holes
Those who see things differently
They’re not fond of rules and they have no respect for the status quo
You can quote them, disagree with them, glorify or despise them
But the only thing you can not do
You ignore them
Because they changed things
They took the human race forward
And while some see them as the crazy
We see geniuses
Because the people who are crazy enough to think they can change the world
They are the ones that change
THINK DIFFERENT
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