Question
The 'Think Different' campaign had significant real-world implications on Apple's brand image. It repositioned Apple as a brand for creative rebels and innovators, differentiating it from other tech companies. The campaign featured iconic figures like Dalai Lama, Lennon, Edison, and Richard Feynman, associating Apple with their revolutionary spirit and creativity. This helped Apple to stand out and create a unique identity in the tech industry, making it the only lifestyle brand, as stated by Larry Ellison. The campaign reminded people of Apple's core values and its commitment to thinking differently, thereby revitalizing its brand image.
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As CEO, Jobs wanted to signal that Apple was still alive and stood for something special. So he requested Lee Clow, the creative director of Chiat/Day who made the 1984 ad, to create an iconic campaign. As Jobs said, "We had forgotten who we are. One way to remember who you are is to remember who your heroes are." The Think Different campaign was one of the most memorable print campaigns in history. It featured uncaptioned black-and-white portraits of iconic figures like Dalai Lama, Lennon, Edison and Richard Feynman with the Apple logo and the simple phrase: "Think different." Jobs made people think of themselves as creative rebels just by the computer they used. As Larry Ellison said, "Steve created the only lifestyle brand in the tech industry."
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