Remember when Apple wasn’t just a tech company, but a symbol of innovation and rebellion?
Let’s take a stroll down memory lane to revisit the campaign that arguably put Apple back on the map: “Think Different.”

The Birth of an Iconic Slogan

Back in 1997, Apple was in a bit of a rut. The company was floundering, and in came Steve Jobs, the prodigal son, returning to steer the ship.
What Apple needed wasn’t just new products but a new identity, or rather, a reminder of what it always stood for.
Enter the “Think Different” campaign.

This wasn’t just an ad campaign; it was a manifesto.
Crafted by the creative minds at TBWA\Chiat\Day, particularly by art director Craig Tanimoto and creative director Rob Siltanen, the slogan “Think Different”
was a stroke of genius. It was simple, yet it captured the essence of Apple’s philosophy.

The Campaign That Changed Everything

The “Think Different” campaign featured black-and-white portraits of iconic figures like Albert Einstein, Martin Luther King Jr., and Amelia Earhart.
These weren’t just ads; they were tributes to the “crazy ones,” as the famous commercial narrated by Richard Dreyfuss
(though Jobs himself did a version that’s equally compelling) put it.
Here’s to the ones who see things differently, it said, aligning Apple with rebels, innovators, and visionaries.

More Than Just Ads

What made “Think Different” resonate so deeply? It wasn’t about computers or technology; it was about ideals.
Apple positioned itself as a contributor to a larger cultural movement. The campaign showed what you could aspire to be with Apple by your side.
It was about inspiration, challenge, and the sheer audacity to believe you could change the world.

The Impact

The results? Well, they speak volumes. Within two years, Apple’s market capitalization soared from $1.6 billion to $15.6 billion.
But beyond numbers, it reignited Apple’s brand image. Suddenly, Apple wasn’t just surviving; it was thriving, setting the stage for
the introduction of game-changers like the iMac, iPod, and eventually, the iPhone.

3 Lessons

• Branding is About Values: Apple didn’t sell computers; it sold a way of thinking.
• Emotion Over Specs: People connect with emotions, stories, and values more than technical specifications.
• Simplicity is Key: “Think Different” – two words that encapsulated a world of meaning.