Greg Bustin discusses what made Apple's 1997-2002 "Think Different" campaign a success, and how Steve Jobs worked to establish Apple as the company for creative, innovative people.
The ‘Think Different” campaign was risky for a couple of reasons. Number one, it didn’t talk at all about products. What it did was it planted the flag and said we are the company for the creative people, for the crazy ones as the ad said. The other reason that it was risky is because it was bad grammar, it was not think differently it was think different which was the point. Among the many applications of this campaign and really the strategy behind the campaign which was to say “hey, we’re going to be around”. The other thing that Jobs did was to simplify and that’s one of the hardest things to do, to figure out what you’re going to cut and he did it.
