Oct 20, 2006


Last night I attended a lecture presented by Mark Williams of Mortar on "Emotional branding". He opened with Apple's Think Different television commercial. A perfect example of a brand that instills admiration for a machine not for what it can do but the possibilities it offers.

This 1998 ad campaign from TBWA\Chait Day for Apple symbolized the emotional celebration of creativity. Apple was on a verge of collapse in 1997, this campaign reinstated that the computer is a tool for what you can do. The Apple brand resonated with the like minded and reinforced the faith that it was not a follower.

So remarkable and profound was this statement that unknown to the masses Apple was on the threshold of leading us into a world never dared by another. It is a brand synonymous with innovation, revolution, struggle and strife.

Think Different

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 praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing that you can't do is ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that's never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
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.

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