Apple’s “Think Different

Yes, we have to talk about it - again.

THE Apple campaign.

Hi [Name],

When Apple launched its “Think Different” campaign in 1997, it wasn’t just another corporate slogan—it was a statement of identity. At the time, Apple was in dire need of a revival. Under Steve Jobs’ leadership (after his return to the company), Apple debuted an ad that did more than sell products. Instead, it paid tribute to the dreamers and trailblazers—Albert Einstein, Martin Luther King Jr., Muhammad Ali, and others—while subtly suggesting that Apple was the brand for people who refused to settle for the status quo.

Key Moments in the “Think Different” Saga:

1. A Rallying Cry for Creatives:

   “Think Different” called out to anyone who valued imagination over conformity. It gave Apple a distinctive position in a market dominated by gray, boxy computers.

2. Emotional Over Technical:

   Rather than highlighting product features or specs, the campaign spotlighted Apple’s philosophy. This approach connected with audiences on a deeper emotional level, turning Apple into a lifestyle brand rather than just a tech company.

3. A Minimalist Masterpiece:

   The ads were strikingly simple—black-and-white images of visionaries, coupled with Apple’s rainbow logo. This stark visual design cut through the clutter and placed the focus on the people who changed the world.

Why It Worked:

Apple’s bold messaging resonated by selling a mindset, not just a product. At a time when competitors were trying to be everything to everyone, Apple spoke to a specific group of “rebels and misfits”—a positioning that guided every decision they made from that point on.

Stay tuned for our next email, where we’ll break down how you can apply Apple’s storytelling magic to your own brand—even if you don’t have Einstein in your ad campaign!

Think different.
Alex from Deus Marketing

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