乔布斯传 第344期:飞越太空!(6)

 　　They also agreed on co-branding, though that took a lot of haggling¹ to define. 他们也就联合品牌达成协议，虽然经历了很多次讨价还价。

　　"I took the position that it's a Disney movie, but eventually I relented," Eisner recalled. “我最初的立场是，这是迪士尼的电影，由迪士尼出品，但是后来我让步了。”艾斯纳回忆道，

　　"We start negotiating how big the letters in 'Disney' are going to be, how big is 'Pixar' going to be, just like four-year-olds." “我们开始谈判迪士尼的字号多大，皮克斯的字号多大，就像4岁小孩一样。”

　　But by the beginning of 1997 they had a deal, for five films over the course of ten years, and even parted as friends, at least for the time being. 到1997年初，他们签订了合同--未来10年制作5部影片--甚至还成了朋友，至少在当时是这样。

　　"Eisner was reasonable and fair to me then," Jobs later said. “那时候艾斯纳还是很讲道理的，对我也还公平，”乔布斯后来说，

　　"But eventually, over the course of a decade, I came to the conclusion that he was a dark man." “但是经过10年的时间，我得出的结论是，他是个阴暗的人。”

　　In a letter to Pixar shareholders², Jobs explained that winning the right to have equal branding with Disney on all the movies, 在给皮克斯股东的一封信里，乔布斯说明，赢得所有电影跟迪士尼平等共享品牌的权利，

　　as well as advertising³ and toys, was the most important aspect of the deal. 包括广告和玩具--是这项合作里最重要的方面。

　　"We want Pixar to grow into a brand that embodies⁴ the same level of trust as the Disney brand," he wrote. “我们希望皮克斯成长为一个跟迪士尼享有同等信誉的品牌，”他写道，

　　"But in order for Pixar to earn this trust, consumers must know that Pixar is creating the films." “但为了让皮克斯赢得这种信誉，消费者必须要知道是皮克斯在创作这些电影。”

　　Jobs was known during his career for creating great products. 在职业生涯中，乔布斯因创造伟大的产品而闻名于世。

　　But just as significant was his ability to create great companies with valuable brands. 然而，他创造伟大的公司和品牌价值的能力同样不凡。

　　And he created two of the best of his era: Apple and Pixar. 他创造了他的时代中最好的两个品牌--苹果和皮克斯。

1 haggling   

v.讨价还价( haggle的现在分词 )

参考例句：

• I left him in the market haggling over the price of a shirt. 我扔下他自己在市场上就一件衬衫讨价还价。
• Some were haggling loudly with traders as they hawked their wares. 有些人正在大声同兜售货物的商贩讲价钱。 来自辞典例句

2 shareholders   

n.股东( shareholder的名词复数 )

参考例句：

• The meeting was attended by 90% of shareholders. 90%的股东出席了会议。
• the company's fiduciary duty to its shareholders 公司对股东负有的受托责任

3 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

4 embodies   

v.表现( embody的第三人称单数 )；象征；包括；包含

参考例句：

• The new treaty embodies the aspirations of most nonaligned countries. 新条约体现了大多数不结盟国家的愿望。 来自《简明英汉词典》
• This document embodies the concern of the government for the deformity. 这个文件体现了政府对残疾人的关怀。 来自《现代汉英综合大词典》