《名人傳記》之喬布斯億萬富豪嬉皮士67:IBM野心勃勃

Jobs cast Apple as the plucky underdog,

喬布斯要帶領蘋果扭轉乾坤

taking on a domineering rival.

與競爭對手背水一戰(zhàn)

IBM wants it all

IBM野心勃勃

and is aiming its guns on its last obstacle to industry control -

它正要掃去自己成為行業(yè)霸主的路上最后的阻礙

Apple.

蘋果

Will Big Blue dominate the entire computer industry?

藍色巨人將會壟斷整個計算機行業(yè)嗎?

The entire information age?

他會獨霸整個信息時代嗎?

Was George Orwell right about 1984?

奧威爾關于1984年的預言是否真的要變?yōu)楝F(xiàn)實?

We celebrate the first glorious anniversary...

讓我們來慶祝這輝煌的第一年……

Apple created an advert that painted IBM as Big Brother.

蘋果公司拍了一則廣告 把IBM描述成老大哥

the enemy of freedom.

自由之敵

These images have helped define Apple as a brand ever since.

通過這些影像 蘋果樹立起了自己的品牌文化

We shall prevail.

勝利屬于我們

That was the birth of the Apple brand.

這標志著蘋果這個品牌真正的誕生

It was talked about and it was literally focusing on a revolution.

它以“革命”為賣點 聲名大噪

And that revolutionary theme was absolutely at the core

而這個“革命”的標簽

of what made Apple successful over the next years.

也對蘋果之后的成功起到了根本性的作用

The 1984 ad was the first time

1984年的這則廣告開啟了蘋果的新紀元

when you started to get a real sense of the Apple club.

人們開始對蘋果產生品牌忠實度

People who defined themselves by their association with the brand.

他們對這個品牌有了情感上的認同感

That they weren't IBM clones, they were these creative thinkers

蘋果就跟他們一樣 并不隨波逐流 而是不拘一格

who had a different attitude, in some way.

與眾不同的

I think that's been the kind of common currency

人們對蘋果的這種認知

that's been carried on since then.

一直延續(xù)到了今天

Nearly three decades on,

近三十年來

Apple was still following the marketing template set out all those years ago.

蘋果始終保持著那時所建立的營銷模式

This year, Steve Jobs was centre stage

今年 喬布斯帶著新款的平板電腦

for the launch of its latest tablet.

再次站在了聚光燈的焦點

And just like in 1984, his pitch

跟1984年的發(fā)布會一樣 他再次表示

was that Apple stands for something more than selling computers.

蘋果存在的意義 遠遠不止是“計算機制造商”這么簡單