Apple Inc:

“Thinking
Different”
Brand
Campaign
Astrid Buenacosa Sheryl Falsario
Jaypee Palcis Gidgette Sonico
Tiara Tudio
THE TWO STEVES

Jobs
and
Wozniak
APPLE COMPUTERS
APPLE 1 APPLE 2
APPLE COMPUTERS
APPLE 3 THE LISA
MACINTOSH
* Scully resigned in 1993 and Michael Splinder replaced him.

MICHAEL SPLINDER
 Problems
faced during
Splinder’s
Time
 THE BATTLE
COPLAND WINDOWS 95
*90 Million
Campaign
*60 seconds aired
on Toy Story
premier

*All advertising
channels were
maximized
*second straight profitable
quarter

*downfall in 2002 when

the target market were the
upper class society and not
the minority who
constantly use the
computers
HISTORICAL CONTEXT OF CAMPAIGN
APPLE’S KEY MARKETS:
1. DESIGN and PUBLISHING
2. EDUCATION
3. CONSUMERS

14 4
 APPLE’S MARKETING MAYHEM

“THE TALK OF APPLE GOING

UNDER WAS THE WORST THING
FOR THE COMPANY” Jessica
Schulman
 TARGET AUDIENCE OF CAMPAIGN

THREE CORE
MARKETS:
1. DESIGNERS AND
DESKTOP
PUBLISHERS
2. EDUCATORS AND
STUDENTS
3. HOME USERS
COMPETITION
MARKETING STRATEGY
“Think Different”
 GRAMMAR
THINK DIFFERENTLY
Grammatically correct-Perfect

VERSUS

THINK DIFFERENT
Grammatically correct????
OUTCOME OF THE CAMPAIGN
1. It received big press attention and became popular .
2. Reestablished Apple’s counter-culture image that it had lost
during 90’s
3. The ads won numerous awards and Apple an idolizing
company again.
4. The campaign shows the vision ,philosophy and contributed
to build the image.
Thank you!!!