So they hammered out a new arrangement. Eisner agreed to let Pixar put up half the money for future films and in return take half of the profits. “He didn’t think we could have many hits, so he thought he was saving himself some money,” said Jobs. “Ultimately that was great for us, because Pixar would have ten blockbusters in a row.” They also agreed on co-branding, though that took a lot of haggling to define. “I took the position that it’s a Disney movie, but eventually I relented,” Eisner recalled. “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.” 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. “Eisner was reasonable and fair to me then,” Jobs later said. “But eventually, over the course of a decade, I came to the conclusion that he was a dark man.”

　　 最终双方达成了和解方案。艾斯纳同意皮克斯为将来制作的电影注入一半资金并享有一半利润。“他不认为我们会制作出很多大片，所以他认为他给自己省了些钱。”乔布斯说，“这个安排最终对我们非常好，因为皮克斯接下来会连续制作出十部大片。”他们也就联合品牌达成协议，虽然经历了很多次讨价还价。“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，“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。”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。“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，“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 shareholders, Jobs explained that winning the right to have equal branding with Disney on all the movies, as well as advertising and toys, was the most important aspect of the deal. “We want Pixar to grow into a brand that embodies the same level of trust as the Disney brand,” he wrote. “But in order for Pixar to earn this trust, consumers must know that Pixar is creating the films.” Jobs was known during his career for creating great products. But just as significant was his ability to create great companies with valuable brands. And he created two of the best of his era: Apple and Pixar.

　　 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杈利——包括广告和玩具——是这项合作里最重要的方面。“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，“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。”在职业生涯中，乔布斯因创造伟大的产品而闻名于世。然而，他创造伟大的公司和品牌价值的能力同样不凡。他创造了他的时代中最好的两个品牌——苹果和皮克斯。