Apple was on the brink of collapse in the ‘90s—until a bold campaign turned everything around. Here’s how “Think Different” reinvented the brand.
Ever wonder how Apple went from near failure to the world’s most iconic tech brand?
In 1997, Apple was struggling—really struggling. They were losing money, and many people thought the company wouldn’t survive. But then came a game-changing campaign with two simple words: Think Different.
Here’s how it happened.
Steve Jobs had just returned to Apple, and he knew the company needed more than just better products. It needed a new identity. So Apple launched the “Think Different” campaign, which didn’t even focus on the tech. Instead, it celebrated visionaries like Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi—people who dared to think differently and change the world.
By aligning Apple with these legendary figures, the campaign sent a powerful message: Apple wasn’t just another tech company. It was a brand for the misfits, the rebels, the creators who could change the world. This emotional connection redefined Apple, helping it rise from the ashes and become the powerhouse it is today.
The lesson?
A well-executed brand campaign can completely shift public perception. It’s not always about the product—it’s about the idea behind it. For Apple, “Think Different” transformed the brand into a symbol of creativity and innovation.
Could Your Brand Use a Reboot?
Consider this:
What’s the deeper message behind your brand, and how are you communicating it to your audience?
Could aligning with bigger cultural or visionary ideas change how people see your business?
What bold, emotional connection can you make with your customers that might redefine your brand?
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