Uploaded September 2021 | Updated September 2026, 2 weeks ago
"Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do".
— Steve Jobs, 1997
With “Think Different,” Apple positioned itself as the alternative to goliath, beige-coated companies like IBM (who coincidentally—or not—had for decades used the slogan, “THINK”) and made itself a brand that other outsiders could relate to and want to be associated with.
Prior to “Think Different,” Apple was already a company that artists, musicians and other creatives were naturally drawn to, but by proudly letting its freak flag fly, its tribe’s connection to the company only deepened.
“Think Different” was also not only a call to action, it was a call to arms. Those two, simple words contained so much power that you could easily imagine them emblazoned on a protest sign instead of a slick magazine advertisement.
But above all, “Think Different” is powerful because of the emotion it conveys. There are no product shots, no talk of their computers’ benefits, no talk of the product at all.
It is a branding campaign, pure and simple.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use with Creative Commons strictly for Educational purposes only and no claim to copyright ownership. This posted solely to assist current and future advertising students.
"Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do".
— Steve Jobs, 1997
With “Think Different,” Apple positioned itself as the alternative to goliath, beige-coated companies like IBM (who coincidentally—or not—had for decades used the slogan, “THINK”) and made itself a brand that other outsiders could relate to and want to be associated with.
Prior to “Think Different,” Apple was already a company that artists, musicians and other creatives were naturally drawn to, but by proudly letting its freak flag fly, its tribe’s connection to the company only deepened.
“Think Different” was also not only a call to action, it was a call to arms. Those two, simple words contained so much power that you could easily imagine them emblazoned on a protest sign instead of a slick magazine advertisement.
But above all, “Think Different” is powerful because of the emotion it conveys. There are no product shots, no talk of their computers’ benefits, no talk of the product at all.
It is a branding campaign, pure and simple.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use with Creative Commons strictly for Educational purposes only and no claim to copyright ownership. This posted solely to assist current and future advertising students.
