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Apple’s “Think Different” slogan is more than a marketing phrase; it’s a manifesto of creativity, innovation, and breaking the mold.
Launched in 1997 during a pivotal time for the company, this slogan positioned Apple as a brand for the dreamers, the innovators, and the nonconformists.
“Think Different” resonates because it appeals to those who see the world differently and dare to challenge the status quo.
It perfectly captures Apple’s ethos of pushing boundaries and creating products that revolutionize industries.
Explore how this iconic slogan became synonymous with Apple’s identity and why it continues to inspire thinkers and creators worldwide.
The Origins of Think Different
The Context of the 1990s Advertising Landscape
To truly appreciate the “Think Different” campaign, we need to understand the advertising landscape of the 1990s.
This was a time when most tech companies focused on product features and specifications in their ads.
Computers were often marketed with a “speeds and feeds” approach, highlighting processing power, memory capacity, and other technical details.
The 1990s also saw the rise of lifestyle marketing, where brands tried to associate themselves with certain ways of living or cultural movements.
However, few tech companies had successfully merged these approaches.
This created an opportunity for a brand to stand out by connecting technology with deeper human values and aspirations.
Apple’s Struggles Prior to the Campaign
Before “Think Different,” Apple was going through a tough time. The company had lost its way after Steve Jobs left in 1985.
By the mid-1990s, Apple was struggling financially and losing market share to PC manufacturers like Dell and Compaq.
Apple’s product line had become confusing and bloated, and its brand image was unclear.
The company that had once been seen as a pioneer in personal computing was now viewed as a niche player, struggling to stay relevant in a rapidly changing tech landscape.
In 1997, when Steve Jobs returned to Apple as interim CEO, he found a company in dire need of a new direction.
Apple needed more than just better products; it needed to reconnect with its core values and communicate them to the world.
This set the stage for one of the most memorable advertising campaigns in history.
The Creative Process Behind the Campaign
Collaborating with Visionary Ad Agencies
To bring “Think Different” to life, Apple partnered with the advertising agency TBWA\Chiat\Day.
This wasn’t a new relationship – the agency had worked with Apple before, most notably on the iconic “1984” commercial that introduced the Macintosh.
The creative team at TBWA\Chiat\Day, led by creative director Lee Clow and copywriter Rob Siltanen, faced a daunting challenge.
They needed to create a campaign that would not only sell products but also redefine Apple’s brand identity and inspire its employees and customers.
The process involved intense brainstorming sessions, with ideas flying back and forth between the agency and Apple.
The team explored various concepts, but they kept coming back to the idea of celebrating the rebels, the misfits, and the ones who see things differently – the kind of people who had always been drawn to Apple products.
The Role of Steve Jobs in Shaping the Message
Steve Jobs played a crucial role in shaping the “Think Different” campaign. While he didn’t come up with the initial concept, his input and approval were vital at every stage of the process.
Jobs pushed the creative team to dig deeper and think bigger. He wanted a campaign that would be bold, inspiring, and unmistakably Apple.
According to those involved in the process, Jobs was deeply involved in refining the message and ensuring it aligned with his vision for Apple’s future.
One of Jobs’ most significant contributions was his insistence on using the phrase “Think Different” instead of “Think Differently.”
This subtle change made the slogan more striking and memorable, turning it into a powerful rallying cry for the brand.
Understanding the Core Message
Embracing Non-Conformity and Innovation
At its heart, “Think Different” was about more than just selling computers. It was a celebration of creativity, innovation, and the courage to challenge the status quo.
The campaign featured images of iconic figures like Albert Einstein, Martin Luther King Jr., Mahatma Gandhi, and others who had changed the world through their unique vision and determination.
By associating Apple with these “crazy ones,” the campaign positioned the company as a brand for people who want to make a difference.
It suggested that by using Apple products, you weren’t just buying a computer – you were aligning yourself with a mindset of innovation and positive change.
This message resonated strongly with Apple’s target audience: creative professionals, educators, and anyone who saw themselves as a bit of a rebel or an outsider.
It made Apple more than just a tech company; it turned it into a lifestyle brand that stood for something bigger than its products.
The Power of Individualism in Technology
“Think Different” also tapped into a growing desire for individuality in the tech world.
In an era when personal computers were becoming increasingly commoditized, Apple positioned itself as the brand for those who wanted their technology to be as unique as they were.
This emphasis on individualism was a perfect fit for Apple’s design philosophy.
While other computer manufacturers were churning out beige boxes, Apple was creating products that stood out for their aesthetics as well as their functionality.
“Think Different” gave this approach a philosophical underpinning, suggesting that Apple’s unique designs were a reflection of the company’s unique way of thinking.
The campaign also hinted at the potential of technology to empower individual creativity.
It suggested that Apple products were tools for self-expression and innovation, not just for productivity.
This message would become even more powerful in the years to come, as Apple expanded into new product categories like digital music players and smartphones.
Cultural Impact and Legacy
How Think Different Redefined Brand Marketing
The “Think Different” campaign had a profound impact on the advertising industry.
It showed that a brand could build a strong connection with consumers by focusing on values and aspirations rather than just product features.
After “Think Different,” many brands began to adopt similar approaches, trying to align themselves with broader cultural movements or values.
However, few managed to do it with the same authenticity and impact as Apple.
The campaign also demonstrated the power of emotional branding.
By tapping into people’s desire to be part of something bigger than themselves, Apple created a deep emotional connection with its audience.
This emotional bond proved to be far more durable than any attachment based solely on product specifications or price.
Influence on Future Apple Campaigns and Beyond
The success of “Think Different” set the tone for Apple’s marketing for years to come.
Subsequent campaigns, like “Get a Mac” and “Shot on iPhone,” built on the foundation laid by “Think Different,” continuing to emphasize creativity, individuality, and the idea that Apple products enable users to do amazing things.
The campaign’s influence extended far beyond Apple. It inspired a generation of marketers to think more deeply about their brands’ core values and how to communicate them effectively.
Many tech companies, in particular, began to focus more on the human side of technology in their marketing, moving away from the “speeds and feeds” approach that had dominated the industry.
Even today, more than two decades after its launch, “Think Different” remains a touchstone for marketers and branding experts.
Its combination of bold visuals, inspiring copy, and a clear, powerful message continues to be studied and admired.
Frequently Asked Questions
What was the inspiration behind Think Different?
The inspiration behind Apple’s “Think Different” slogan came from the idea of celebrating those who dare to innovate, challenge norms, and see the world in unique ways. It was a tribute to the misfits and rebels, aligning with Apple’s brand as a company that embraces creativity and unconventional thinking.
How did Think Different influence Apple’s identity?
“Think Different” played a pivotal role in shaping Apple’s identity as a leader in innovation. It helped the brand stand out in the tech industry by positioning Apple as a company for those who challenge the status quo and seek to create something extraordinary. The slogan reinforced Apple’s commitment to creativity and became a key part of its image as a forward-thinking brand.
Conclusion
Apple’s “Think Different” slogan remains an iconic symbol of innovation and creativity. It not only reshaped Apple’s brand but also inspired generations of thinkers, creators, and innovators. By celebrating individuality and bold ideas, Apple solidified its place as a trailblazer in the tech industry and beyond.
