We often take Apple’s legendary campaign “Think different” as a huge example of what a great campaign looks like. And how it impacts. But you can pitch this slogan today to your audience and to people buying apple. Both will find it less relevant than before.

 

 

Before moving forward, Let’s read the “Think Different” slogan:

 

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 and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About 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 people who are crazy enough to think they can change the world are the ones who do.

 

 

Why it worked at that time was the state of consumer was different. And consumer picture of Apple was built on trust.

 

Apple built the trust in the market to be innovative. The Tech consumer market at that time had too little context about where the technology was headed.

 

 

Today, we have an abundance of context about everything that happens within Tech or any industry. Making trust building a harder job.

 

 

The most important of all for marketers. The marketing attribution & data models have moved many marketers from a purpose-driven approach like Apple.

 

The focus on building Trust & Purpose is long gone because you don’t have steve jobs on your marketing team. And it costs more to focus brand & purpose-driven marketing for small businesses.

 

 

What it all means is Ideas can’t build your message, statements won’t do it. Only patterns & structures can.

 

 

Apple had an organic pattern, the tech shift was coming. Steve Job’s personal brand and the launch of “Think Different” campaign connected all the dots to retarget their core audiences. Converting the apple consumer base into true fans.

 

 

Today, Companies require a paid media pattern with organic distribution. You should follow the pattern of who your messaging reaches and when they convert into users. Instead of following the pattern of how many you reach and how many click on your Ad.

 

 

Marketing Changes. Rules don’t. What you can take away from this campaign:

 

1. State of your marketing determines campaign success.
2. People remember message, not copy. Write clear.
3. Study Copywriting patterns, not text.

 

 

And at last remember the real writer of “Think Different” Ad: Craig Tanimoto.

 

The one who who did the most.