Over the last decade Apple Computers have made a phenomenal comeback that I believe is something that will be studied in business schools if it’s not already being done. I would even go so far as to say that Apple’s comeback should be studied from a branding perspective.
The Think Different campaign, launched in 1997, was a key factor in Apple’s recovery from financial difficulty and reinvigorating their brand with creativity, while re-establish a lost brand.
Think Different: Einstein
After this campaign, Apple has had many creative campaigns that today has positioned their brand as not just a computer for creatives but for the everyday computer user. However, it’s the ‘Think Different’ campaign that sparked it all.
Think Different: Graham
Think Different: Dylan
The brilliance in this campaign is that it was refreshing to see our heroes being honoured but more importantly, there was someone everyone can relate to. It marked the beginning when clearly Apple is no longer looking to be perceived as a niche product, that is, for creatives only.
Why should it? Designers aren’t the only type of creative people in the world and Apple recognized that even though designers were loyal followers, to truly bring the company back, they have to appeal to creatives outside that niche.
‘Think Different’ channeled the creativity of some of these key innovators, musicians, filmmakers, artists and others by saying Hey, we advocate all forms of creativity because creativity is about thinking different, it’s about changing the world.
It doesn’t matter who you are, where you’ve come from or the colour of your skin; at some point one of these ads touches you and reminds you of a defining moment in history where these people made a change.
Think Different: Ghandi
Think Different: Picasso
The ‘Think Different’ campaign is undoubtedly all about branding. There was a strategic decision to not include any Apple products in the campaign, and placement of computer ads in fashion magazine makes a big statement. The key goal was to re-gain what their brand lost and this is evident by Steve Jobs’ statement at a party he held for his staff at Palo Alto, “Our brand is the most – or at least one of the most – valuable things we have going for us now.” – Davenet
This campaign was inspired and built on campaigns like Nike’s “Just Do It” and MILK’s “Got Milk?” campaigns. This is mostly true because of his mention of these campaigns at the Palo Alto party in celebration of the campaign.
Think Different: Moonwalk
Think Different: Ghandi
Think Different: Einstein
Think Different: Hitchcock
There’s a part where the executive producer said she saw something in the materials that she would never have been able to articulate. That’s very interesting because it shows that sometimes, you really have to see it to know that’s what you want.
What do you think of this? Should creatives always know beforehand what they want because we’re visual thinkers? Is it a case where our thinking evolves as we go? Or is it really a case of “we know it when we see it”?
‘Think Different’ is not just another campaign but one that revitalized a brand that’s worth billions today. It’s a campaign that increased sales and positioned Apple onto the right path. It did not just send the message to consumers; Apple’s staff clearly clear got the message as well.
Do you think this campaign played such an integral role at Apple? What’s an example of another campaign that has such an impact on a company? Let me know your thoughts.
