In 1997, Apple was on the verge of collapse, struggling with declining market share and identity confusion. Enter the *“Think Different”* campaign — a simple, yet profound message that not only revitalized the brand but redefined its identity. This campaign, crafted by TBWA\Chiat\Day, celebrated creativity, innovation, and those who dared to challenge the status quo.

By the late 1990s, Apple had lost its innovative edge, facing stiff competition from Microsoft and other tech giants. Steve Jobs, returning as CEO, recognized the need to rebuild Apple’s image as the brand of dreamers, innovators, and pioneers. The *“Think Different”* campaign became the cornerstone of this transformation.

Campaign Overview

- Launch Year: 1997

- Agency: TBWA\Chiat\Day

- Tagline:“Think Different”

Objective:

- Reposition Apple as the brand for creative thinkers and innovators.

- Reignite consumer trust and loyalty in Apple’s vision.

- Lay the foundation for future product launches like the iMac, iPod, and iPhone.

Execution

- Core Message:

The campaign honored iconic figures who “thought different” — including Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., Amelia Earhart, and Pablo Picasso. It positioned Apple as the brand for those who dared to defy convention.

- Visuals:

Black-and-white portraits of the featured individuals, paired with the tagline, created a minimalist yet powerful aesthetic.

- Media Channels:

Television ads, print campaigns, and posters prominently featured the slogan and the images of these visionary icons.

- Launch Commercial:

The 60-second *“Crazy Ones”* ad celebrated rebels and misfits, aligning Apple’s ethos with innovation and boldness.

Impact of the Campaign

1. Brand Transformation

- Apple successfully repositioned itself as the go-to brand for creatives, dreamers, and innovators.

- The campaign rebuilt public trust in Apple’s ability to innovate and lead in technology.

2. Emotional Connection

- By associating itself with visionary icons, Apple created a deep emotional resonance with its audience.

- The tagline *“Think Different”* became a rallying cry for individuality and creativity.

3. Business Success

- The campaign’s impact set the stage for Apple’s resurgence.

- It directly contributed to the successful launch of the iMac in 1998, helping Apple achieve profitability for the first time in years.

- Apple’s market value grew exponentially, with revenue surging from $7 billion in 1997 to over $25 billion by 2000.

4. Cultural Influence

- The slogan *“Think Different”* became synonymous with challenging norms and embracing creativity.

- Apple’s identity as a leader in innovation and design was solidified.

Key Lessons Learned

1. Authenticity Resonates

- Aligning with a clear, authentic message about creativity and innovation can transform brand perception.

2. Emotional Branding Matters

- A campaign that connects deeply with human values builds lasting loyalty.

3. Simplicity Is Powerful

- Minimalistic yet impactful visuals and messaging can cut through the noise.

4. Vision Defines the Future

- A strong, visionary message sets the stage for long-term success and future innovations.

Conclusion

The *“Think Different”* campaign didn’t just save Apple; it redefined its brand and identity. By celebrating those who challenge the norm, Apple created an emotional bond with its audience and laid the foundation for its meteoric rise in the 21st century.

This case study highlights the power of a clear, authentic campaign to rebuild trust, inspire loyalty, and drive business success.

Inspired by Apple’s success? At NextMGZN, we help brands craft campaigns that inspire, connect, and redefine success. Contact us today to create your next big breakthrough!