The Apple “Think Different” advertising campaign is still my favorite and most memorable. I remember the first time I saw it was in a movie theater during the trailers. It was the one featuring Muhammad Ali. It was a captivating black-and-white montage of this legend who changed the sport of boxing forever. The documentary-style commercial built up to the final grammatically incorrect punch line “Think Different.” It gave me goosebumps. It still does. The campaign features others like Gandhi, Einstein, and Rosa Parks who have challenged convention with radical thinking and action that have deeply changed the world forever. Leveraging the powerful feelings associated with these people and applying them to the Apple brand was ingenious and stills stand in my books as the best campaign of all time.
Rajan is the founder and Editor-in-Chief of BIG Marketing for Small Business. He's an award-winning marketing strategist who is passionate about branding, digital marketing and social media. He spent nearly a decade as the marketing executive at global IT firm Peer 1 Hosting and was instrumental in their explosive growth.