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苹果魔力消失的5大先兆

所属:生活杂谈 来源:www.fortunechina.com 阅读:9311 次 评论:0 条 [我要评论]  [+我要收藏]

小编摘要:广告界资深人士鲍勃•霍夫曼认为:“苹果的产品线还能支撑数年时间,但它优秀的广告传统或许瞬间就会断裂,消失无形。”

苹果魔力消失的5大先兆

 

苹果(Apple)失去舵手,未来将会怎样?史蒂夫·乔布斯辞职后,鲍勃·霍夫曼对这家公司的命运并不看好。
Bob Hoffman is pessimistic about the future of Apple (AAPL) without Steve Jobs at the helm.
这位来自旧金山的广告公司高管开设有博客“广告非常人”(The Ad Contrarian),并编撰同名手册,总结自己对广告业的见解。他在博客中归纳了时下业界对苹果的主流看法:“乔布斯建立了强大的企业文化,为公司网罗了一批有头脑的员工,并在公司内部贯彻了一种独到的思维方式,这一切足以延续苹果的辉煌。”但霍夫曼本人对这种说法并不买账。
The San Francisco-based advertising executive who writes a blog called The Ad Contrarian and a slim volume of aphorisms by the same name doesn't buy the consensus that, as he puts it, "Jobs built a strong culture, hired smart people, and taught a way of thinking that will serve Apple well in the future."
霍夫曼坚信,天赋是不可传递的。他认为,未来几年,乔布斯开创的事业将继续保持发展的势头,苹果公司将延续辉煌,但之后,正如他写道:“智慧的光芒将会逐渐黯淡。”
Hoffman believes that genius is, in a word, nontransferable. He thinks it likely that Apple will continue to shine for a few years while the initiatives that Jobs started are still in the pipeline, but then, as he puts it, "the startling brilliance will slowly fade."
他的观点正确与否?我们该如何判断?请留意苹果的广告。霍夫曼认为,乔布斯不仅是技术领域的先知,也是同时代中最优秀的广告人。乔布斯离开后,苹果将被“一双毫无生气的手牢牢握住方向盘”,最早的迹象将出现在苹果的广告中。
How will we tell if he's right or wrong? Watch the ads. Jobs was not just a technological visionary, says Hoffman. He was also the best ad man of his generation. The first clues that "dull hands have grabbed the wheel" will show in Apple's advertising.
他说,应该引起注意的迹象包括下面五种:(引述自霍夫曼的博客)
Watch, he says, for these five tell-tale signs: (I quote)
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2011-09-02 12:04 编辑:kuaileyingyu
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