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The "Think Different" campaign was significant in Apple's history as it was a strategic move by Steve Jobs to reestablish Apple's identity and position in the market. The campaign was designed to remind people of Apple's core values and to portray users of Apple products as creative rebels. It featured black-and-white portraits of iconic figures like Dalai Lama, Lennon, Edison, and Richard Feynman, thereby associating Apple with these influential figures. This campaign played a crucial role in reviving Apple's brand image and was instrumental in creating a unique lifestyle brand in the tech industry.
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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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What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st century? Biographer Walter Isaacson raises the curt...
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