Bennett S. LeBow College of Business

Dung “Caroline” Le

Bennett S. LeBow College of Business Marketing, Business Analytics

Faculty Mentor: Dr. Chen Wang Marketing

Apple and THINK DIFFERENT: More than just being grammatically incorrect

On August 2nd, 2018, Apple has become the first company in the U.S. that reaches $1 trillion in value. Even before that, the giant tech company remains to be one of the most valuable brands based on its financial performance and influence worldwide. However, more than two decades ago, Apple was once close to bankruptcy before its original leader, Steve Jobs, was brought back to his chair in 1997. Steve Jobs’ return to the company and his Think Different campaign have become the greatest corporate turnover. The idea behind the striking black-and-white commercial, featuring footage of revolutionary personalities, is that Apple is built on the notion of “difference,” and the company embraces creativity by bringing unconventional products and values like the iconic thinkers. Using the data from the survey, we examine the reason behind the massive success and influence of the campaign. Our research has proved that the effect of the survey lays on the connection among the revolutionary thinkers, Apple’s brand image, and the aspiration of Apple’s users.