Stories have been universally wielded by all kinds of leaders to share information, express emotion, and inspire great deeds. Steve Jobs was one of them. In 1997, Jobs and his team crafted Apple’s now-famous “Think Different” campaign to change the huge negativity around the brand at the time and reverse the big ongoing losses of the corporation.
The new Apple brand story credited famous figures like Albert Einstein, Martin Luther King Jr., and John Lennon for changing the world with their innovative thinking. The simple black and white images combined with the now well-known ‘misfits’ poem to create a creativity movement that went on to influence millions.
In one masterful stroke, Apple’s marketers linked the values of these iconic people to the Apple brand. The brand became mighty fast, sales rocketed, shareholders smiled all the way to the bank, and today, the “Think Different” campaign is still widely regarded as one of the most successful human influence case studies of all time.
Learnings from the Apple core.
So, what lessons can today’s brand story creators take out from the Apple legacy? From a behavioural economics perspective, there are several reasons for the enormous success of Apple’s “Think Different” campaign. Here are the key ones that can be applied to your brand story:
Identity reinforcement: People naturally form an identity based on their beliefs, values, and behaviours, and they look for ways to express and reinforce this identity. By associating the Apple brand with creativity and innovation, the “Think Different” campaign was able to connect with people who valued these traits and encouraged them to see themselves as being similar to the individuals featured in the campaign. An Apple product was needed to fulfil this identity.
Emotional appeal: The campaign appealed to people’s emotions by highlighting the stories of influential and creative individuals who had changed the world through their innovative ideas and thinking. By associating the Apple brand with these people, the campaign created a powerful emotional connection between customers and the brand.
Simple and memorable message: The “Think Different” message was simple, straightforward, and memorable, making it easy for people to understand and internalize. By using a simple and memorable message, the campaign was able to capture people’s attention and make a lasting impression.
Relevance: The campaign was relevant to Apple’s target audience, who were people who valued creativity and innovation. By connecting with their values, the campaign was able to resonate with these customers and inspire them to see the Apple brand in a new light. (But it should also be noted that people who did not identify with the creativity trait got left out. There is a segmentation lesson here.)
Storytelling: The ads were designed to tell a story about the creative and innovative spirit of Apple, using powerful images and inspiring quotes from famous and admirable figures such as Albert Einstein and Martin Luther King Jr.
Minimalism: The ads were characterized by their simple and clean design, with a focus on the product and the message, rather than any extraneous elements.
Legacy and heritage: The “Think Different” campaign sought to position Apple as a company with a rich history and a commitment to innovation and creativity, drawing on the company’s past successes and cultural impact.
Juicy Paybacks.
Apple’s “Think Different” story delivered big results. The key paybacks included:
Increased brand recognition: The “Think Different” campaign helped to increase brand recognition for Apple and made the company a household name.
Increased sales: The campaign was instrumental in driving sales for Apple, particularly for its Mac computer line. During the time the campaign was running, Mac sales grew significantly, outpacing the growth of the overall computer market.
Improved stock price: The success of the “Think Different” campaign had a positive impact on Apple’s stock price. The company’s stock price rose dramatically during the time the campaign was running, reflecting the strong financial performance of the company and investor confidence in its future prospects.
Improved market share: The “Think Different” campaign helped to increase Apple’s market share in the computer market. By appealing to customers who valued creativity and innovation, the campaign was able to capture a larger share of the market and establish Apple as a leader in the computer industry.
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