We live in a world where people are encouraged to think different, which has the potential of making us more innovative and creative. However, those same thoughts can have damaging repercussions if we’re not careful – sometimes it pays to be able to stick with what you know!
“Think different” is a slogan that Apple uses in their commercials. The phrase originated from the book “The Man Who Thought Differently”. Read more in detail here: think different slogan.
Are you trying to figure out what Apple’s slogan, “Think Different,” means? If you answered yes, this article will go through it in depth.
As an entrepreneur, I’m fascinated by successful firms’ slogans, such as Apple’s. Because it motivates me to use the same marketing strategy in my own company.
So I’ve been studying a lot of resources concerning Apple’s slogan, Think Different, over the last week. I’m going to tell you about what I discovered regarding the slogan. If you’re a business student or a company owner, you could find it incredibly motivating.
I’ll go through the following issues in this essay regarding “Think Different”:
What Does It Mean to “Think Differently”?
From 1997 until 2002, Apple Computer, Inc., now known as Apple Inc., utilized the tagline “Think Different.” The campaign was designed by the advertising firm TBWA/Chiat/Los Day’s Angeles branch. Many have seen the tagline as a retort to IBM’s “Think” motto.
It was included in a TV commercial, multiple print ads, and several TV commercials promoting Apple goods.
With the success of Apple and the death of Steve Jobs, many people have pondered the historical relevance of the company’s “Think Different” advertising campaign.
In 1997, Apple debuted the well-known “Think Different” campaign, which has since become a classic.
Thanks to this tagline, our perceptions of campaigns, commercials, posters, and technology were permanently altered. Jobs insisted on using the adjective “different” despite the fact that the word “think” requires an adverb, claiming that “Think Differently” would be a misnomer.
“You have to be a bit unusual to purchase an Apple computer,” Steve Jobs once said.
It’s easy to see why Jobs picked the term “different,” and Apple has grown into an international corporation that provides cutting-edge goods and services. As a result, the market and consumers in general have taken notice.
The famous “Crazy Ones” ad, which pays respect to world-renowned geniuses such as Albert Einstein, Thomas Edison, Gandhi, and Pablo Picasso, among others, is the campaign’s centerpiece. Some of the phrases we hear in this amazing area are “Here’s to the wacky ones… the ones who see things differently.”
“Think different” was still emblazoned on the iMac box, as well as potentially elsewhere, in 2020.
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What Was the Origin of the “Think Different” Slogan?
The origins of the campaign have been described in a variety of ways. TBWAChiatDay has refused to explain its contribution publicly in accordance with Apple’s desire for quiet from everyone it works with.
However, two fresh sources have thrown light on the situation. A chapter in Walter Isaacson’s biography of Steve Jobs is devoted to the term “Think Different,” whereas a recent Forbes piece by former ChiatDay creative director Rob Siltanen offers a different take.
Siltanen isn’t buying it. Isaacson’s book exaggerates Jobs’ contribution, stating that he co-wrote the ad and shared credit for the tagline, but Siltanen isn’t buying it.
To create this fantastic design, Jonathan Littman collaborated with Craig Tanimoto, a creative art director at TBWA/Chiat/Day. To create this, he combined black and white images of individuals who “thought differently” with the traditional emblem and phrase.
ThinkIBM was a marketing launched by IBM. Tanimoto hoped that by making the idea, he would be able to humorously show the contrast between the two groups.
Tanimoto started creating designs inspired by René Magritte’s “Ceci n’est pas une pipe” in 1997, and then mixed them with Apple’s logo and the phrases “Think Different” to create “Think Different.”
Even though Tanimoto knew this was the BIG concept Apple desired, he kept these designs in his notebook for days, claiming that ideas require time to incubate.
When Tanimoto presented his concept during the agency’s presentation, where creative teams were presenting their ideas, it energized the whole room.
As in “think triumph” or “think beauty,” Job insisted on using “different” as a noun.
“Think differently,” he claims, would not have the same significance for him. The idea was to make the term seem like “think large,” as in “think huge.”
It was successful and was marketed on TV and posters, revitalizing Apple and ushering in a new age, converting personal computing into an emblem of revolt, individualism, and change, using the large “Think Different” campaign.
The advertisement is powerful and inspirational, catching the attention of the spectator from the start and remains distinctive to this day.
For the record, Steve Jobs wasn’t sold on the combo at first, saying, “This is terrific, this is really amazing… But I’m afraid I won’t be able to accomplish it. People already believe I’m egotistical, and putting the Apple brand up there with all these geniuses would smear me.”
Nonetheless, Steve Jobs chose to pursue this concept after a time, concluding that it was the appropriate thing to do for Apple.
Two versions of the narration for the TV commercial were prepared throughout the production process: one narrated by Jobs and one narrated by Dreyfuss.
Jobs narrating the work, according to Lee Clow, would be “very impactful” as a signal of his return to Apple and recovering the Apple brand.
On the morning of the first broadcast date, Jobs chose the Dreyfuss version, claiming that it was about Apple, not about him.
At Venice Beach Editorial, Dan Bootzin, Chiat/in-house Day’s editor, edited the piece, and Hunter Conner post-produced it.
Apple showed Steve Jobs’ rendition of the commercial as part of an internal tribute in 2011.
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What Are the Benefits of “Think Different” Campaigns?
Upon its first debut, Apple and TBWA/Chiat/”Think Day’s Different” campaign was a big success.
The commercial received multiple honors and recognitions, including an Emmy Award for Best Commercial and a Grand Effie Award for Best Campaign in America.
The new ad campaign signified Apple’s reemergence as a marketing powerhouse.
In the years leading up to the ad, Apple had lost market share to the Wintel environment, which provided cheaper costs, a greater selection of software, and higher-performing CPUs.
Even worse, Apple’s image was tarnished by the Apple Newton project, a billion-dollar disaster that was neither technically nor financially feasible.
The return of Steve Jobs and the success of Apple’s “Think Different” campaign served to resurrect Apple’s counterculture image, pave the way for the iMac all-in-one computer and subsequently Mac OS X. (now called macOS).
What Is the Importance of Apple’s Business Slogan?
Slogans are brief, memorable words often used in advertising. Catchy phrases are a great approach to get people to notice a business or product.
Slogans have long been employed in marketing, but they are now utilized by a wide range of businesses.
Good slogans should emphasize a product’s advantages. A catchy phrase will also help to reinforce the brand’s image.
In general, people respond more strongly to a meaningful phrase than to a company’s name alone, since a good slogan not only assures loyalty, but also defines what the brand stands for.
Slogans are significant in marketing for the following reasons:
Brand awareness and placement
A unique logo, a memorable tagline, and the brand name all contribute to brand identification.
As a result, if your phrase is memorable and catchy, it will aid in brand recognition in the marketplace. The tone and language of your slogan will have an influence on how your business is perceived in the marketplace.
Developing stronger customer bonds
Slogans have long been appreciated as a link between a firm and its associated clients throughout history.
Advertising slogans assist companies in being remembered by their target audiences, resulting in a favorable attitude toward them.
Make a statement in the crowd
The slogan of a company should be memorable. People will remember your brand if you do it this way.
Your brand may be recognised without mentioning the product or brand name by stating the slogan.
Make your product more well-known
A slogan may inform the audience not only about the goods, but also about its benefits.
A slogan expresses how people feel about a product. As a result, a phrase may be employed as a marketing tactic to boost the attractiveness of your product.
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Final Thoughts: The Apple Slogan
Steve Jobs’ meticulous attention to detail in Apple’s marketing continued throughout his career, with him personally approving each new campaign.
Jobs recognized the value of both outstanding goods and strong marketing in Apple’s comeback.
Although ‘Think Different’ was not completely responsible for Apple’s success in the years after its introduction, it was critical in rallying consumers, staff, and stockholders during a particularly trying era for the firm.
The brand’s vision was confirmed. It further said that with Jobs at the helm, Apple will regain its mojo. This has been shown.
With the release of the iMac G4 in 2002, the “Think Different” promotion came to an end. Nonetheless, much like Mac’s “1984” campaign, the slogan’s influence continues to reverberate.
For example, Tim Cook has a copy of the original “Think Different” commercial at his office.
When Apple currently controls the market and rivals replicate its every move and approach, it’s difficult to think otherwise.
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The “think different but not too different” is a quote from Steve Jobs. It is meant to show that people should think of new ideas, but they should also make sure that their idea does not change the world so much that it becomes unrecognizable.
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