“Think Different”: Apple’s Iconic Campaign
The Reshaping of Apple’s Destiny
In the late 1990s, Apple Inc. found itself at a crossroads. With dwindling sales and an uncertain future, the tech giant needed more than just a new product; it needed a revolution. This revolution came not from a device but from an idea encapsulated in two words: “Think Different.” Launched in 1997, the “Think Different” campaign was more than an advertising slogan; it was a declaration of Apple’s ethos and a catalyst for one of the most remarkable turnarounds in business history.
Rekindling Apple’s Core Values
The campaign, featuring black-and-white portraits of trailblazing individuals who had changed the world, wasn’t about selling computers; it was about selling an idea. Apple aligned itself with the likes of Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, effectively saying, “to use Apple products is to be among the ranks of these great minds.” This bold move reignited the fundamental Apple principle of valuing innovation and thinking outside the box.
Emotional Resonance and Brand Identity
“Think Different” did what many thought impossible — it humanized technology. Apple’s campaign tapped into the human desire to make a mark on the world, to be different and exceptional. This emotional resonance…
