Applying ‘Think Different’ to Your Brand

In our last email, we revisited Apple’s iconic “Think Different” campaign—a masterclass in using emotion to transform a brand’s perception. Now, let’s look at practical ways you can weave similar storytelling elements into your own marketing.

1. Brand Identity Comes First

Before you plan any campaign, get crystal-clear on your core belief or mission. Ask yourself: What do we stand for? and How do we want our audience to feel? Apple made its message unforgettable by focusing on creativity and non-conformity. Your brand might champion sustainability, innovation, community impact, or something else entirely—what matters is that it’s clearly defined and consistently communicated.

2. Evoke Emotion (Not Just Features)

When Apple told us to “Think Different,” it didn’t list out processor speeds or memory specs. Instead, it tapped into pride, aspiration, and inspiration. Think about how your product or service changes people’s lives—then highlight that transformation in your ads, emails, and social posts.

3. Keep It Minimal & Memorable

Complexity can dilute your message. Apple’s ads featured simple black-and-white images and straightforward text—yet they said so much. Consider how you can use minimal design, clean copy, and bold visuals to captivate your audience. Less is often more when you’re trying to stand out in a crowded digital space.

4. Tap Into Cultural Symbols

Apple borrowed the “cool factor” from cultural icons (Einstein, Gandhi, Amelia Earhart, etc.). You don’t need famous faces, but you can leverage archetypes or real-world stories that embody your brand values. Whether it’s highlighting an unsung hero in your community or referencing a universal theme (like perseverance), meaningful storytelling builds emotional resonance.

5. Consistency Across Touchpoints

“Think Different” wasn’t just an ad campaign—it was (and still is) Apple’s philosophy, evident in its product design, packaging, and even how salespeople talked about the brand. Once you define your key message, make sure every customer experience—from website copy to social media replies—reinforces that idea.

Try This:

• Brand Audit: Conduct a quick check of your website, social channels, and promotional materials. Does your messaging consistently convey your brand’s core belief?

• Micro-Stories: Share brief customer success anecdotes or behind-the-scenes peeks at your brand journey that highlight your values.

• Refresh Your Tagline: Could a tagline or slogan that captures your brand’s essence be used across multiple platforms?

By integrating these principles, you don’t just market a product—you cultivate a movement. Apple’s “Think Different” taught us that a clear vision, coupled with emotional storytelling, can transform how people perceive your business—and ultimately drive loyalty and growth.

Ready to put these ideas into action? Hit reply to let us know your biggest takeaway or challenge. We’d love to hear how you plan to “Think Different” in your own brand journey.