【中文版02】根·西格尔:如何建立成功且持久的品牌-从乔布斯那里学到的一节课

【中文版02】根·西格尔:如何建立成功且持久的品牌-从乔布斯那里学到的一节课

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【Background】

【背景介绍】


大家好,欢迎来到《全球精英的5分钟成长学院》,我们请到了苹果公司前广告代理总监肯·西格尔。


As ad agency creative director, Ken Segall played a key role in Apple’s resurrection, helping to create the critical marketing campaign “Think Different.” In this module, Segall explores some of Steve Jobs’ lessons about how to build a successful and lasting brand.


作为苹果公司的广告代理创意总监,在苹果的复兴之路上,肯·西格尔扮演了至关重要的角色,他曾经帮助公司策划了一场生死攸关的营销计划,那就是“非同凡想”。在这一期节目中,西格尔深度解析了他从史蒂夫·乔布斯那里所学到的重要理念:那就是如何建立一个成功而持久的品牌。


【Course】

【课程】


Clearly working with Steve Jobs was absolutely an amazing experience because it’s such a roller coaster for one thing. Whenever I would leave a meeting with Steve it was a very conscious thought, probably for several years, which was, “damn he’s smart.”


毫无疑问,与史蒂夫·乔布斯一起工作会带给你一场难忘的体验,因为在某种程度上,这就像坐过山车一样刺激。每当和乔布斯开完会,我都会忍不住感叹一句“我的天,这家伙可真够聪明的”。就算过了这么多年,这种感觉依然存在。


Think simple

化繁为简的思考


My experience with Steve over the years was that simplicity was just a theme that carried through not just in the products, but in the advertising, in the processes that work inside Apple. He was just always helping people connect better to Apple because simplicity is such a basic part of human behavior.


我曾与乔布斯共事多年,经验告诉我,化繁为简这一理念,并不仅仅适用于苹果公司的产品,同样适用于它的广告,乃至适用于公司内部的工作流程。正是因为简洁是人类行为的基本组成部分,所以乔布斯总是能帮助人们更好地与苹果建立联系。


Be authentic

真诚的态度


The Think Different campaign was born of Steve’s desire to have a new agency. That’s where it started. Apple was 90 days from bankruptcy. He didn’t tell us that at the time, but he said things were bleak and if we don’t fix things quick there isn’t going to be an Apple anymore. He was very aware of that. So the mission, we wanted to recapture the spirit of Apple that had created Macintosh. I mean Apple didn’t have to think about, you know, what are we, who do we appeal to. It’s, Apple is for people who love the creative spirit.


“非同凡想”营销计划,源自乔布斯想要找一家新的广告代理商的想法。这就是一切的起点。此时,苹果距离破产清算只剩下90天时间了。但是当时他并没有把这些事情告诉我们,他只是说情况不妙,假如我们不能迅速行动、修补过失,那么苹果公司就不复存在了。对此,他可是一清二楚。所以,我们的任务就是重新找回苹果的精神,这种精神曾经让苹果开发出Mac电脑。苹果公司并不需要去思考“我们是一家什么样的公司”、“我们要去吸引什么样的人群”这些问题,因为苹果原本就是为那些热爱创新精神的人们而存在的。


You talk about authenticity, I mean some companies just make up lines, they just try to create a personality for themselves, let’s try to sort of hoodwink the people into believing this is what we are now. Steve did not want to do that. It’s like, what are we really? What do we really believe in? And to me “Think Different” was so cool because you could have literally hung that sign up in the garage when Steve and Steve Wozniak created the Apple II, “Think Different’. Now normal human beings can actually have a computer in their home, which was unheard of at the time.


说到真实性有些公司只会编造出条条框框。他们只是试图去编造出自己的个性,忽悠别人,让别人觉得“我们就是这样”。然而乔布斯并不想那么做。他想问的是“真实的我们,到底是一家什么样的公司?”,“我们真正相信的东西是什么?”对我来说,“非同凡想”这个理念非常酷,因为你完全可以把它写在标语牌上,挂在史蒂夫·乔布斯和史蒂夫·沃兹尼亚克当年创造出苹果二代电脑的那个车库里。现在,普通人也能在家里用上电脑,而在他们创业的时代,这可是闻所未闻的事情。


Accrue likability

储蓄用户的好感度


He said, “People have to like a brand. You want people to have some feeling for you so that when you have a problem they’re not so quick to sell you out and move onto someone else.”

Steve had this theory about the brand bank every time a company does something good you build up this balance in the brand bank. You know if you have a great product or a great ad campaign or you’ve done something magnanimous in the world or whatever it’s like, boy I really like these guys and next time I’m going to buy a product I’ll probably look at them first, but when you do bad things, when you have a crisis or you’re chip isn’t doing math correctly you are making a withdrawal from your brand bank and you want to have a good balance in your brand bank to be able to survive blips, which are entirely unpredictable.


乔布斯曾经说过,“你必须让人们喜欢上一个品牌。你得让人们对这个品牌产生某种情感,这样的话,一旦你遇到麻烦,他们不会立刻就弃你而去,转而去购买其他的品牌。”他提出了这样一种理论,那就是每个公司都拥有一家品牌银行。每当公司做了一些正确的事情,就相当于在品牌银行里存了一笔钱。假如你发布了一个伟大的产品,进行了一次成功的宣传,或者做了其他什么了不得的事情,人们会说:“哇,我太喜欢这帮家伙们了,下次买东西我一定优先考虑他家的产品”;反过来当你做了一些糟糕的事情,比如你的公司深陷危机,或者你的芯片没法正确完成运算的时候,这就相当于你从品牌银行里取了一笔钱。你一定要确保你的品牌银行能够收支平衡,这样你才能应对无法预测的危机。


I mean look at the iPhone 4 scandal, the Antennae Gate people were ripping Apple left and right, all the critics who would jump out at the chance to show that Apple made this terrible mistake, but Apple had a great balance in their brand bank. Steve stood up and gave the best defense he could and said, “we’ll give out free cases and free bumpers for your iPhone and it’s not a big deal and all phones have this issue” and we want our customers to love us, and the problem kind of went away, that’s the value of the brand bank and Apple has one of the highest balances of any company on earth.


比如我们可以来看看iphone4的丑闻,在天线门事件中,人们对着苹果大肆抨击,所有的批评家都借这个机会跳出来,批评苹果犯了一个巨大的错误。尽管如此,那时的苹果在他们的品牌银行中拥有大笔的余额。乔布斯站了出来,并给出了自己所能给出的最好辩护,他说“我们会为你们的iphone赠送免费的手机保护壳和保护套,这不是什么大麻烦,所有手机都会遇上类似的情况”。我们希望用户能够继续热爱我们,而信号门事件带来的麻烦也就逐渐平息了。这就是品牌银行的价值,在这所银行里,苹果是世界上储蓄额度最高的公司之一。


I do miss that about Steve, I have to say. He had a really unique way of describing things, he was an interesting man. He was super smart he could be likable and funny and all that stuff, but he had a way of explaining things. Brilliant things back from the beginning about computers being a bicycle for the mind and stuff like that. He always had a way of expressing himself that was pretty creative.


我得说,我确实怀念乔布斯的这种能力。他描述事物的方式独一无二。他非常有趣,同时,聪明绝顶;他能够做到讨人喜欢、风趣幽默。但最关键的是,他拥有一种独特的解释事物的能力。比如,从一开始,他就能把电脑比喻成心灵的自行车,运用诸如此类绝妙的描述来定义它的产品。不管什么时候,他总能找到一种极具创造力的方式,来表达自己的观点。


【Summary】

【总结】


在这节课里,肯·西格尔和我们分享了他从史蒂夫·乔布斯那里获得的宝贵经验


在生活中,你也可以用这些方法来提升个人形象,打造自我品牌。


Think simple.

·  Jobs built a company based on the principle of simplicity – the theme carried through in the products themselves, the surrounding advertising, and the processes at work inside Apple.


首先,要化繁为简地思考

•   乔布斯以简洁为原则,打造了苹果公司。不论是产品本身,还是围绕产品的广告策略,乃至公司内部的工作流程,都贯彻执行了这一原则。


Be authentic.

·  The “Think Different” campaign was born of Jobs’ desire to save Apple, which was on the verge of bankruptcy. Jobs wanted to recapture the spirit of the company that created the Macintosh and appealed to “people who love the creative spirit.”


第二,在创业过程中,要保持真诚的态度

•   “非同凡想”这一营销计划,源自乔布斯拯救苹果公司的尝试,当时,苹果已经处在破产的边缘。乔布斯想要找回当年公司在创造Mac电脑时的那种精神,那就是吸引 “那些热爱创新精神的人们”。


Accrue likability.

·  Jobs had a theory about the “brand bank”: every time a company does something good, the company builds up a balance in the brand bank. Over time, the company’s good reputation saves it when bad things inevitably occur.


第三,要学会储蓄用户的好感度

•   乔布斯提出了一个关于“品牌银行”的理论:每当公司做了一些正确的事情,你就像是在银行里增加了存款。随着时间的推移,当糟糕的事情不可避免地发生时,之前储蓄下来的好名声就能帮助你拯救你的公司。


本节目英文版音频和视频均由美国Big Think Edge 独家授权,中文版由喜马拉雅制作播出。感谢收听,我们下集节目再见!



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用户评论
  • 健康就是福余鹭鹏

    学习笔记,思维导图输出

    荀太福 回复 @健康就是福余鹭鹏: 学霸级别的学习,佩服

  • Wsiqi_nn

    我好喜欢中文声音哦 感觉有以前看美国纪录片时候的感觉

    荀太福 回复 @Wsiqi_nn: 好声音都喜欢

  • 听友209760616

    阿 阿 阿阿 油腻的不行

  • 听友463759169

    第一:化繁为简的思考。思考要回到最初的原点,切除不必要的思绪 第二:真诚的态度。 我做人真诚了吗?真心诚意 第三:储蓄公司的好形象

  • 刘芳_l3

    中文声音太难听

  • 工具意识时间蚂蚁宇宙

    怎么说呢,中文版的共21集,收费100多块钱。讲的确实不错,但是是不是没更新完就收完所有的费用了,是不是搞错了?

    喜马听世界 回复 @工具意识时间蚂蚁宇宙: 我们每周会更新3次,每次2集~一集中文一集英文~您也可以等800多节课完结了再买哦,但是会等得比较久哦

  • 饭小圈

    用户体验存入品牌银行就会在未来足够应对危机!

  • 开心悦耳

    为啥打不开文稿呀!求助各位大神

  • Gardenia玄清

    挺好

  • 听友195491865

    已经微信海报链接制度,怎么到了app还是试听,谁来帮处理下

    听友195491865 回复 @听友195491865: 已经微信海报链接支付