The name of IMac comes from rice special - Ken Xigeer
Introduction: Foreign media is written today civil say, it is the mainest to although IMac is an apple,rise abruptly afresh product in the process, and IMac this one name also already widely known, but when giving a name for this product at the outset, qiao Busi overrules this one name for two times however.
It is article full text below:
Rice is special - Ken Xigeer (Meet Ken Segall) is an apple " IMac " computer took a name, and was engineered for the apple famous " different this mortal world thinks " (Think Different) advertisement. At that time, xigeer is company of Li Dai moxa (the senior originality the most popular selling dog stairs chief inspector of TBWA/Chiat/Day) , this company is business of malic representative ad at that time.
Xigeer says: "I am mixed in the apple early or late NeXT two companies and Qiaobusi had worked together 14 years. I am " different this mortal world thinks " advertising author, also be an apple whole ' I ' familial founder, this one familial only then at IMac. This one familial only then at IMac..
Case Er Ceng Yuan accuses Ai Gong of bound legend character, Li Dai to manage government-owned plum · overcomes presiding originality on the west fatigue (Lee Clow) has had old and close cooperation. Be in of recent in exclusive special interview, xigeer talked about oneself and malic CEO Steve Qiaobusi (the thing when Steve Jobs) works together. He still spoke of Qiaobusi how be fed up with at first " IMac " this word, and " different this mortal world thinks " the importance to the apple.
Outstanding -- the ad plan that delivers an apple
resealable bagsThe apple when 1997 is close to going bankrupt the brim, at that time, qiao Busi busies save an apple, and the mainest method reduces expenditure namely. He needs to communicate malic concept to people afresh, it is consumer not only, still include employee. Want to achieve this one goal, best method begins a brand-new advertisement to popularize an activity namely.
Qiao Busi asks company of Li Dai moxa is in charge of this one promotion, he should let a whole world understand an apple, understand malic significance. Xigeer says: "See so real job rarely. "See so real job rarely..
At that time, qiao Busi often mentions an apple is how successful before, he says: "How should we do ability to look for the spirit of an apple? We had had a few great products, but the import that we still need to let the world know an apple. But the import that we still need to let the world know an apple..
The group of company of Li Dai moxa had the result very quickly: Apple and other company are different, it not follow rules, thinking means also extraordinary. Xigeer says, "Different this mortal world thinks " the ad saying of this win universal praise is by Gu Ben of · of case of Ke Lei of artistic chief inspector (Craig Tanimoto) is thought out. He says: "We have a lot of originality about this respect, ' different this mortal world thinks ' be among th dog stairs em one of. Everybody thinks this is very good. Rather he a lot of originality are same, we did not affirm this one catchword directly, but it conquered gradually however everybody. But it conquered gradually however everybody..
Xigeer is right in his rich guest the development that this one advertisement engineers had a description: "After having concept of this one core, if why transmit this one concept with best means,the question that leave is. We devised a lot of plan, some has a character to appear, some is done not have, some has rat, some is done not have (right, it is mice) . The motivation that realizes till us drive apple is successful is in early the apple is born to had existed before. In fact, the time that this kind of driving force is born than electric power is longer. The thinking kind that initiates a gender is the greatest power that human civilization is able to advance. Logic is very so apparent: The person that why to respect through emblazon apple place will reflect malic intention? Let us thank the past and those great now person together, thank the person that those changed the world and urges the mankind to develop a process. Thank the person that those changed the world and urges the mankind to develop a process..
Qiao Busi adopted this one originality very quickly. Xigeer says: "This is very special, because this established an apple the development direction henceforth. This is very special, because the apple is in extreme predicament at that time in. Because the apple is in extreme predicament at that time in..
" different this mortal world thinks " scored huge success, and used 5 years all the time. The user likes it very much, malic employee also regards battle cry as this word. This advertisement won countless award, include first advertisement Emmy.
Name to IMac
Acceptance will borrow Qiao Busi " different this mortal world thinks " roll out a series of distinctive computer successfully. One day, the group of company of Li Dai moxa comes to malic headquarters, was taken in a penetralia. In board among, placing a thing that building with cloth.
After a few greet, qiao Busi lifted this cloth. Be being placed in this thing among the desktop so is transparent plastic " teardrop " , it is the Bondi-Blue IMac with person hep place later namely. Never have previously the person has seen such thing. most popular selling dog crates large
The group member of company of Li Dai moxa very astonish, but however nobody says continuously. Xigeer recollects: "We were stayed in by this thing shake, but say continuously without the person however. We are very very careful, courteous, but we are thinking really; ' Tian Na, what do they know they are being done? This is too radical. ' "
Qiao Busi says, he controls malic destiny on this machine, so he needs a good name. Xigeer is recollected, him Qiao Busi offerred a name, but too terrible, this " the blood that lets you condenses " . But he rejects to divulge Qiaobusi had what name after all. plantronic wireless headset
Qiao Busi says, this new computer is a Mac, so the name should have connection with Macintosh brand, and tell an user even clearly, t the most popular selling dvd discovery his is designed for Internet. Not only such, the name of this product is applied to even other a few products that are about to roll out. Qiao Busi asks to accelerate plan, good name should have inside a week.
Xigeer says, he is taking 5 names to give Qiaobusi, but among them 4 foil that are IMac. He says: "I mentioned Mac, and ' I ' represent Internet (Internet) . B dog stairs for bed ut also represent individual character at the same time (Individual) , imagination (Imaginative) and the other concept that this computer place rep dog crates large dogs resents. " not only such, "I " all Internet product that prefix still can be used at the apple to develop.
But Qiaobusi overruled all names however, include IMac.
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"He does not like IMac this name, " Xigeer says, "But my individual likes very much, so I was brought again 3, 4 new names, but I tell Qiaobusi, we still like ' IMac ' . We still like ' IMac ' ..
Qiao Busi says: "This week I am fed up with this name no longer, but I still do not like it. But I still do not like it..
Xigeer also did not hear Qiaobusi to express any individual opinions to this name again, but a few friends tell him, qiao Busi imprints on the archetypal product of new computer went up this name. He hopes to borrow this to examine the effect of this name how.
"He rejected this name twice, but ' IMac ' still appear finally on new computer, " Xigeer is laughing to say, "He never admits it formally. "He never admits it formally..
In the process that gives a name for computer, qiao Busi gives this one job designedly a group is responsible. He does not hope the group gives out too much plan, he also does not make any market survey.
Xigeer says: "In I and the whole process that the apple cooperates, the apple won't carry sheet or TV has a test. And ground of metropolis All matters of other and all company has a test. And ground of metropolis All matters of other and all company has a test..
Xigeer is very glad that Qiaobusi liked to go up slowly IMac this name, he says: "This is very the thing of cruel. You do not need to give a name for too much product again, also do not have which name to be able to score such successes. This is very marvellous really, I am very glad really also. This names those who become a lot of other yield to taste the standard. know exactly how things stand 1 million people see this one work. know exactly how things stand 1 million people see this one work..
Xigeer says, go a few years, malic interior once had had for many times whether to want take out " I " prepositive controversy. "They ask: ' apple whether should take out I ' , but total however somebody hopes reservation comes down, had IMac, IPod, IPhone then(The mobile phone gets online). What although be inferior to,imagine is clear in that way, but really very be successful. But really very be successful..
Work together with Qiaobusi
Xigeer lives in new York, but will come and go often all the time between California and new York for years. In the plan " different this mortal world thinks " in those days, a week of his group every other can head for malic headquarters and Qiaobusi to have meeting in Zhouyi.
Xigeer says: "I from the mail with a few very marvellous content was gotten over there Qiaobusi. Did not allow me which days to be able to publish these post, but he also won't talk with me again later. But he also won't talk with me again later..
Xigeer says, qiao Busi and Huate Dishini (Walt Disney) very picture. He very be good at establishing a group, this is his original part. "There is person of a lot of originals beside him, and be the space that these people provided originality, " Xigeer says, "He is an interesting combinative put oneself in another's position, do not compromise and have cacique temperament. Do not compromise and have cacique temperament..
Xigeer expresses, qiao Busi also is met sometimes very horrible, but most moment, he has charm very much and humor humour. Xigeer says: "Awaiting is a humor, attractive person when he is more. His cacique temperament and humorous nature make everybody wants follow he. His cacique temperament and humorous nature make everybody the best selling dog stairs wants fo dog crates large breed llow he..
But Qiaobusi also can get angry sometimes. "I had seen Qiaobusi gets angry many times, but not be to be aimed at me. " Xigeer recollects: "Because the thing does not have progress,most moment is. If two weeks do not have any results, he can be angry. The apple retains vigor all the time, they always can roll out new product. They always can roll out new product..
Xigeer is being offerred for the apple all the time seek advice, until he begins to work for Da most popular selling dvd discovery i Er a few years ago. He says: "Dai Er and apple are mixed like the night by day. The life that wear Er trades in model in the world, everything is concerned with the number. The apple is to want to change the world, and to other everybody character, it is to make money only. " (vessel grand)
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