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The Apple Turnaround Story – and the Lessons for Your Brand

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Guest Post by Adkom

“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…. Because the ones who are crazy enough to think they can change the world are the ones who do.” – “The Crazy Ones” video from Apple’s “Think Different” campaign, 1997 (backstory here).

This quote is from Apple’s 1997 “Think Different” campaign – one of the most iconic campaigns in advertising history, and one that dramatically changed the course of Apple’s trajectory.

“Think Different” harnessed lessons about storytelling and communication that Jobs had learned as CEO of Pixar during the successful production of Toy Story. It positioned Apple as a pioneer and visionary, it told a story that celebrated the potential in each of its customers, and, above all, it set Apple’s messaging apart from anything else heard in the computer industry.

Beyond its impact for Apple, the “Think Different” message has profound implications for brands today. To tap into what those are, read the full article build a marketing model on that. One that isn’t afraid to break the rules, to go against the grain, and to ignore what everyone else is doing. .

(Out-of-home is, first and foremost, a brand-building medium. As changes in online advertising cause marketers to start thinking in terms of brand awareness advertising again, Adkom’s new Brand Lab offers actionable insights and research, such as this article, into building a successful brand.)

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