Definition
An iconic advertising campaign created for Apple Computer in 1997, marking the return of Steve Jobs and a shift in the company’s brand positioning.
Why It Matters
This campaign was a ‘declaration of war’ against the beige monoculture. It showed that a brand could be an ‘identity’ for the rebels and the misfits, allowing Apple to charge a ‘creative premium’ and cultivate a community of customers who felt they were part of a movement.
Core Concepts
- Brand Identity: Aligning Apple with creative geniuses and rebels.
- Emotional Resonance: Evoking inspiration rather than focusing on product features.
- The Crazy Ones: Celebrating non-conformity as a driver of progress.