By the mid-90s, Apple was in a rough spot. They needed something that not only showcased their product but also encapsulated their brand ethos.
The "Think Different" campaign, did just that.
The campaign spotlighted revolutionary figures: Gandhi, Einstein, Bob Dylan, and more. These weren't tech influencers but change-makers.
The message? Apple aligns with out-of-the-box thinking, just like these legends.
It was a psychological masterstroke.
Humans crave belonging. By associating its products with these influential figures, Apple made its users feel like they're part of this visionary club - reinforcing brand loyalty.
Don't forget the iconic visual & emotional impact.
Black & white images. Striking visuals. The ad’s minimalism forced viewers to focus on the message and the emotion. It felt raw, real, and resonant.
Subtle Product Promotion
Notice they didn't highlight computer specs? This wasn’t about what the Apple computer had, but what it represented. It was a tool for the innovative and the creative.
Positioning against the competition.
While most tech ads were showcasing features, Apple was selling an idea, a movement. They weren't just another tech company; they were a revolution.
The results speak for themselves.
Apple's stock price tripled within a year after the campaign. More than the numbers, it revitalised Apple's brand image, setting the stage for groundbreaking products like the iPod, iPhone, and iPad.
Key Takeaway
Great marketing doesn’t just highlight product features. It taps into emotions, tells a story, and positions the brand as a crucial part of a larger narrative.
So next time you're crafting a campaign, ask not just how your product is great, but why it matters in the larger story of your audience's life.
Dive deep into that emotion, and you'll have a campaign that resonates for years to come.
Jack Willoughby
jackpwilloughby.com
