Cùng nhìn lại bài phát biểu "Think different" của Steve Job

Một trong những chiến dịch marketing vĩ đại nhất lịch sử. Nó nổi tiếng đến mức mỗi khi nhắc đến Apple người ta nhớ ngay đến slogan "Think different" (1997-2002). Chiến dịch này tôn vinh những con người "khác biệt" từ rất nhiều lĩnh vực khác nhau, phải kể đến: Picasso, Charlie Chaplin, Frank Sinatra, Albert Einstein,... Thậm chí sau khi thay đổi slogan năm 2002. Đến các năm sau người ta vẫn thấy trên trang chủ Apple.com treo ảnh để tôn vinh những con người "khác biệt" sau khi họ mất: Steve Jobs (2011), Nelson Mandela (2013), Muhammad Ali (2016)... cùng dòng slogan cũ "Think different"

Cũng có nhiều nội dung về sự ra đời của slogan này, tại sao nó lại không phải là "Think diffrently"? Nhưng ở bài viết này mình chỉ muốn tập trung vào bài phát biểu của Jobs- Nghệ nhân truyền cảm hứng; đồng thời hiểu được ý nghĩa của "Apple - Think diffrent". Một cụm từ ở một mức độ nào đó rất phô trương, nhưng chứa đầy hàm ý nhân văn và tầm nhìn xa vô hạn của Steve Jobs.

Khi xem lại bài phát biểu ngắn này, tôi nghĩ mỗi người sẽ có những gợi mở riêng nên tôi không viết nhiều cảm nhận và cũng không dịch lại mà để nguyên transcript.

Cùng tôi xem lại bài phát biểu năm 1997 của Jobs, khi ông quay lại làm việc cho Apple nhé.

Transcript:

To me, marketing’s 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 Great’s of the greats not just in this country but all around the globe and but even a great brand needs investments 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 speeds and fees it’s not to talk about MIPS and mega Hertz. It’s not to talk about why we’re 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 going like this (balance) and then they tried to get milk and the sales are going like this (growth) got milk.

The thing to talk about the apartment that focuses on the absence of the product but but but ... The best example of all and one of the greatest jobs of marketing in the if 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 and their ads as you know, they don’t ever talk about the product they don’t ever tell you about their soils and why they’re better than Reebok or so where’s Nike doing their advertising. 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’d never know it, you’ve never known. So when I got here you Apple just fired the agency, we’re doing a competition with 23 agencies that you know four years from now we’ll pick one and we blew that up and we hired Shaddai 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 one ever made 1984 by advertising professionals and we started working about eight weeks ago and what was the question we asked was our customers want to know:

Who is Apple?

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 apples about something more than that.

Apple at the core its core value is that we believe that people if fashion can change the world for the better, that’s what we believe and we’ve had the opportunity to work with people like that we’ve had an opportunity work with people like you: with software developers, with customers who have done it in some big, in some small ways.

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 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 markets to a totally different place than it was a decade ago and apples totally different in Apple’s place in it. It’s totally different and believe me, the products and the distribution strategy in manufacturing a 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 that Apple really stands for today and so we wanted to find a way to communicate this and what we have is something that I am I’m very moved by. It honors those people who have changed the world. Some of them are living, some of them are not but the ones that aren’t as you’ll see, you know that if they ever use the computer it would have been an act.

The theme of the campaign is "Think different"

It’s the people, honoring the people who think different and who move this world forward and it’s it is what we are about it touches the soil of this company. So I’m go ahead and roll it and I hope that you feel the same way about it. I used to the crazy ones the misfit's rebels troublemakers round pegs in the square holes. Once you see things they’re not fond of rules and they have no respect for the status quo you can quote them disagree with them glorify or vilify them about the only thing you can’t do change things push the human race forward and while some may see them as the crazy ones.

We see genius is the people who are crazy enough to think they can change the world are the ones who do.