Apple's 'Think Different'

Definition

'Think Different' was an advertising slogan created by Apple Inc. in 1997, promoting a mindset of innovation and creativity associated with the brand. This campaign celebrated iconic figures who challenged the status quo, aligning Apple with a progressive and rebellious spirit that resonated with its audience. The phrase became a rallying cry for those who valued originality, encouraging consumers to see Apple products as tools for creative expression and unique thinking.

5 Must Know Facts For Your Next Test

1. 'Think Different' was launched during a time when Apple was struggling financially and aimed to revitalize the brand's image.
2. The campaign featured famous personalities like Albert Einstein, Martin Luther King Jr., and John Lennon, linking Apple's products to their revolutionary ideas.
3. It emphasized creativity, innovation, and individuality, attracting a customer base that valued these traits in technology.
4. The slogan became synonymous with Apple's identity and helped establish the company as a leader in personal computing and digital media.
5. The campaign won numerous awards and is considered one of the most successful marketing strategies in history.

Review Questions

• How did the 'Think Different' campaign help Apple redefine its brand identity during a challenging period?
  • 'Think Different' played a crucial role in redefining Apple's brand identity by shifting public perception from a struggling tech company to an innovative leader in creativity. The campaign's focus on iconic figures who broke barriers aligned Apple with a sense of rebellion and originality, attracting consumers who identified with those values. By associating its products with this powerful message, Apple not only revitalized its image but also cultivated a loyal customer base that resonated with the notion of thinking differently.
• Discuss how 'Think Different' exemplifies the principles of emotional branding and cultural branding.
  • 'Think Different' is a prime example of emotional branding as it connects deeply with consumers' feelings about creativity and individuality. By featuring influential historical figures who inspired change, the campaign created an emotional resonance that encouraged customers to associate those ideals with Apple products. Additionally, it represents cultural branding by positioning Apple within a broader narrative of innovation and counterculture, allowing the brand to forge a strong connection with audiences who see themselves as part of that movement.
• Evaluate the long-term impact of the 'Think Different' slogan on Apple's marketing strategy and its overall success as a brand.
  • 'Think Different' has had a lasting impact on Apple's marketing strategy by establishing a framework for all subsequent campaigns focused on innovation and user empowerment. The slogan not only helped transform Apple's image but also set the standard for how the company continues to market its products as tools for creative expression. This ethos has become deeply embedded in Apple's brand culture, influencing product design, advertising strategies, and consumer relationships—ultimately contributing to Apple's remarkable success and status as one of the most valuable brands in the world.

Related terms

Brand Positioning: The process of positioning your brand in the mind of your customers, differentiating it from competitors by emphasizing unique attributes.

Emotional Branding:

A marketing strategy that connects with consumers on an emotional level, creating loyalty through feelings and experiences associated with the brand.

Cultural Branding: A strategy that focuses on connecting a brand with specific cultural movements or ideologies to create a deeper relationship with consumers.