Think Different: The Campaign That Saved Apple
What saved Apple from its struggling financial situation and declining brand reputation?
Apple’s solution was the launch of its “Think Different” campaign. This campaign was a bold and visionary advertising strategy that highlighted Apple as a company aligned with creativity, innovation, and bold thinking. It wasn’t just about promoting new products, but about reshaping the entire brand identity of Apple, making people believe in the company’s potential to inspire change and innovation in the world.
Who was behind this transformation?
The key figure driving this campaign was Steve Jobs, who had just returned to Apple after being ousted from the company years earlier. Jobs knew that Apple needed more than just a new product; it needed to reposition itself in the market. Working closely with the advertising agency TBWA/Chiat/Day, Jobs focused on creating a message that resonated with a broader audience, especially the innovators and the “crazy ones” who wanted to make a difference in the world. The campaign highlighted iconic figures such as Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, drawing a parallel between their revolutionary work and Apple’s potential to change the world through technology.
When did this all take place?
The campaign was launched in the fall of 1997. At the time, Apple was struggling to survive in a tech market dominated by companies like Microsoft. Apple’s market share was shrinking, and its product lineup was unfocused and failing to connect with customers. The Think Different campaign came at a pivotal moment, aligning with the introduction of products like the iMac, which helped to revitalize the brand and restore consumer confidence in Apple.
Why was the campaign so successful?
Unlike traditional tech advertisements that focused on features and specifications, Apple’s campaign was centered on emotions and ideals. It wasn’t about selling computers; it was about selling a vision of what technology could enable people to do. By aligning Apple with revolutionary thinkers and innovators, the campaign made consumers feel like buying an Apple product was an investment in something bigger a way to join a movement of people changing the world. This emotional connection is what made the brand identity so much stronger.
Where did the campaign resonate most?
The initial focus was primarily in the United States, but the message quickly spread globally. The simplicity and universality of the campaign’s message allowed it to connect with audiences around the world. In countries like Japan and Germany, where Apple had been losing market share, the campaign helped rebuild trust in the brand. People started to see Apple not just as a tech company but as a brand that stood for something much more profound—creativity and innovation.
How did Apple execute this campaign to achieve such a wide-reaching impact?
It wasn’t just the ads that made a difference; it was the timing, the execution, and the consistency in Apple’s messaging. The campaign ran across various media channels, including TV, print, and billboards, ensuring maximum visibility. At the same time, Apple began releasing innovative products like the colorful iMac G3, which aligned with the campaign’s message of thinking differently. The combination of a bold marketing strategy and exciting new products allowed Apple to regain its position as a leader in the tech industry.
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