Apple Special Event in 1997, Steve Jobs introduces “Think Different”.

20150115During a Special Press Event, Steve Jobs introduced “Think Different” campaign to an exclusive audience.
Steve Jobs was 42 years old.

Although a deficit continued and escaped from the worst three months until bankruptcy, it was the very severe situation for both Apple and Jobs.
I introduce the presentation video of Steve.

“To me….marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not gonna 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. But even a great brand needs investment and caring if its gonna 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 mix 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 gone like this (falling…). And then they tried “Got milk” and the sales were gone like this (went up…). “Got milk” wasn’t even talking 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 a commodity! They sell shoes! And yet, when you think of Nike you feel something different than a shoes 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 known 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 ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning working 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… 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 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’ll know that if they’d ever use a computer it would’ve been a mac.

The theme of the campaign is “Think different.” It’s honoring the people who think different and move this world forward . And it is what we are about. It touches the soul of this company.
So I am gonna go ahead and roll it, and i hope that you feel the same way as I do.”

 

The trouble of the man and woman now, a cause of “Thinning hair”?

It was a man to be troubled with “Thinning hair”. However, the present times, woman are troubled, too. It happens by a male hormone that hair falls out. It is strange that a woman becomes “Thinning hair”. Now, the cause became clear. Making hairstyle by trichiasis. The same hairstyle every day. The same hair parting every day. Ultraviolet rays. Not clean scalp. A hairstyle pulling the hair. I doubt whether falling hair decreases in such a thing. However, I understand…

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今は男女の悩み、薄毛の原因？

薄毛に悩むのは男だった。 しかし、今の時代、女性も悩んでいる。 髪が抜けるのは男性ホルモンによって起こる。 女性が薄毛になるのは変だ。 その原因が明らかになった。 逆毛でスタイリングする。 毎日、同じヘアスタイル。 髪の分け目が毎日同じ。 紫外線。 頭皮が清潔でない。 髪を引っ張るヘアスタイル。 こんなことで抜け毛が減るのか疑問だ。 しかし、紫外線が肌に悪いことは分かる。 皮膚がんになることもある。 紫外線を避ける事は不可能ではないか？ 外出するなということか。 だが、事実は事実です。 ケアするしかない。 覚えておこう。  

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An effect for diet? Dietitian points out blague.

Diet. There are so many methods. You practice all the methods, and will you get an effect? There is much one without an effect. Why is it? A dietitian points it out. Do not choose a food by a calorie, and choose it with ingredients. Do detox regularly. No effect in the super food for all people. Choose only the olive oil for the fat content. Eat only good food of the digestion after 19:00. Take in the carbohydrates from…

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ダイエットに効果あり？大嘘を栄養士が指摘する

ダイエット。 方法は様々だ。 その方法をみんな実践し、効果を得ているのだろうか？ 効果が無い方が多い。 何故か？ それを栄養士が指摘する。 カロリーで選ぶな、食材で選べ。 定期的にデトックスを事項するべし。 スーパーフードは全ての人に効果なし。 脂肪分はオリーブオイルのみを選ぶべし。 19時以降は消化の良い食物のみを食べるべし。 炭水化物は全粒粉や野菜から摂取するべし。 間違ったダイエットをしていませんか？ 炭水化物がダイエットの敵なのは知っていた。 しかし、摂取する大事な栄養である。 それを全粒粉や野菜で摂取する方法があるとは思わなかった。 これからのダイエットは成功の兆し。 みんな頑張ろう。  

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Japan gives money to a poor foreigner living in Japan, the truth of “the public assistance supply”.

Japan is a financial difficulty. As well as a consumption tax, various taxes continue rising. The debts exceeded 1 quadrillion yen. In spite of a huge debt, Japan gives money to a foreigner living in Japan. It is “public assistance”. It is called “food stamp” in US. It is a system to pay to the person who cannot earn a living wage with the public assistance by oneself either temporarily. It can be still understood if Japan pays it to…

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日本は外国人にお金をあげる国、生活保護支給の真実

日本は財政難だ。 消費税だけでなく、様々な税金が上がり続けている。 借金は1000兆円を超えた。 大借金にもかかわらず、外国人にお金をプレゼントしている。 生活保護のことだ。 生活保護とは、自力で生活資金を稼げない人に一時的に支払う制度である。 それを日本人に支払うならまだ理解できる。 しかし、日本国籍のない外国人に支払う必要があるのか？ 誰もが疑問視している。 国籍別受給世帯数の統計 韓国（27,000万世帯） 中国（4,000世帯） フィリピン（4200世帯） ブラジル（1,400世帯） 米国（110世帯） その他（40,000世帯） 毎月、1世帯130,000円以上も支払っている。 怒りしか無い。 支給している理由は、「人道支援」だ。 日本人を救ってから、外国人を救えばいい。 どうしても支払いたいなら、外国に払い、その外国が外国人に支払えばいい。 これでは、日本は破綻する。 日本人は破綻する。 馬鹿な政治家では何もできない。 絶望的だ。  

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Why “FUJI television”, most ex-popular TV station has been falling down in the audience rating.

What happened, Fuji TV! I want to say, but it will be natural. A fall of Fuji TV does not stop. There are many problems. Regulation is severe. The mannerism of TV show. Appearing talents are the always same. However, as for this, all TV stations are the same circumstance. What is the reason? It is not interesting. There is much Korean related program. Programs’ proposals are old. There is make-believe. I feel the audience to be in this way….

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人気テレビ局が何故？フジテレビが視聴率最下位に陥落

「どうした？フジテレビ！」 と言いたいが当然だろう。 フジテレビの転落が止まらない。 問題は多くある。 規制が厳しい。 企画のマンネリ化。 出演するタレントは常に同じ。 しかし、これはどのテレビ局も同じ環境である。 何がダメなのか？ 面白くない。 韓流が多い。 企画が古い。 ヤラセがある。 視聴者はこう感じている。 しかし、転落のきっかけは韓流だろう。 大手広告代理店の社長が在日に変わってから、韓流押しに変わった。 そこからフジテレビに対してのイメージが180度変わってしまった。 フジテレビの番組での「好きなピザ」アンケートの1位が「プルコギピザ」なのは笑えた。 番組の企画より視聴率を再優先した。 視聴率は大事だが、韓流に走ることはなかった。 このイメージを払拭することは難しいだろう。 アンケートで一番気になったのは、半数が「興味なし」と答えた事だ。 フジテレビに何も期待していないという意味になる。 そろそろ、放送権を入札にして、ダメなテレビ局には辞めて頂くことを望む。  

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How to succeed diet, Show you the rule of the meal.

People must eat foods to live. However, during diet, you must refrain from food. But you want to eat it. You have eaten. There should be many such people. Then, how should you take in food? Small amount at breakfast. Regular amount at lunch. Small amount at dinner. This is basic. And, Do not eat until it is had enough. The weight loss is to 2 kg a month. At first, eat fresh vegetables. Chew well slowly and eat. Only…

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成功するダイエット、食事のルールを大公開

人は食物を食べないといけない。 しかし、ダイエット中は、食物を控えないといけません。 でも、食べたい。 食べてしまう。 そういう人は多いはずです。 では、どのように食物を摂取すればいいのだろうか？ 朝は少量。 昼は普通の量。 夜は少量。 これが基本です。 そして、 満腹になるまで食べない。 減量は月2kgまでとする。 まず生野菜を食べる。 ゆっくり良く噛んで食べる。 油分はオリーブオイルだけにする。 肉類は鶏肉と豚肉にする。 焼き加減はレアにする。 炭水化物は少量にする。 スナック菓子は控える。 デザートは食事の後すぐに食べる。 簡単じゃないですか？ 簡単じゃないと思っている人は、まず習慣を変えることです。 そうすれば、必ず成功するでしょう。 がんばってください。  

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