Think Different: Lessons from Apple’s Iconic Campaign for Local Businesses

Apple’s "Think Different" campaign, launched in 1997, is widely regarded as one of the most transformative marketing strategies in history. It didn’t just sell products; it sold a mindset, a philosophy, and a vision of creativity and innovation. At the time, Apple was on the brink of collapse, and this campaign helped not only to save the company but also to re-establish it as a leader in the tech industry.

While local businesses may not have Apple’s resources, there are powerful lessons to be learned from their approach. Here’s how you can apply the principles of the "Think Different" campaign to your own marketing strategy.

1. Focus on Storytelling Over Products

"Think Different" wasn’t about specs or features—it was about celebrating the innovators and dreamers who changed the world. By aligning itself with figures like Albert Einstein, Mahatma Gandhi, and Pablo Picasso, Apple created an emotional connection with its audience.

How Local Businesses Can Apply This:

• Share your story. Talk about what makes your business unique, your journey, or the values that drive you.
• Highlight how your products or services solve problems or make a positive impact on your customers' lives.

For example, a family-run restaurant could share stories about recipes passed down through generations, emphasising the personal touch behind every dish.

2. Make Your Audience the Hero

Apple’s campaign wasn’t about Apple—it was about its audience. It spoke directly to the dreamers, the creatives, and the misfits, showing them that Apple was made for people like them.

How Local Businesses Can Apply This:

• Put your customers at the heart of your campaigns. Showcase how your business fits into their lives and helps them achieve their goals.
• Use inclusive and relatable messaging to make your audience feel seen and valued.

For example, a fitness studio could run a campaign highlighting the real stories of its members’ fitness journeys, rather than just advertising equipment or classes.

3. Be Bold and Memorable

"Think Different" was risky. It took a bold stand, breaking away from the tech industry’s standard focus on hardware and functionality. This bravery paid off, as it set Apple apart in a crowded market.

How Local Businesses Can Apply This:

• Don’t be afraid to take risks with your branding or campaigns. Identify what makes you different and use it as your strength.
• Stand out with striking visuals, bold taglines, or unconventional marketing tactics that grab attention.

For instance, a florist might create a campaign around “Flowers for Every Mistake” with humorous ads showing bouquets as apologies for everything from forgetting anniversaries to spilling coffee.

4. Build a Brand, Not Just a Business

Apple wasn’t just selling products; it was building a brand people could connect with on an emotional level. The campaign positioned Apple as a company that stood for creativity and breaking barriers.

How Local Businesses Can Apply This:

• Define your core values and ensure they are reflected in everything you do, from your marketing to customer service.
• Create a consistent brand identity across your website, social media, and physical location to build recognition and trust.

For example, a local coffee shop might position itself as the hub for creativity in the community, hosting events like poetry nights or open mic sessions to foster a sense of belonging.

5. Keep It Simple

One of the most striking aspects of the "Think Different" campaign was its simplicity. The ads were clean, uncluttered, and focused on a single, powerful message.

How Local Businesses Can Apply This:

• Avoid overwhelming your audience with too much information. Focus on one clear message in your campaigns.
• Use clean, visually appealing designs that make your message easy to understand at a glance.

For example, a local IT company could run an ad campaign with the tagline: “Your IT Problems Solved. Simply.” paired with a sleek design.

Final Thoughts

Apple’s "Think Different" campaign is a timeless reminder that great marketing is about connection, not just promotion. By focusing on storytelling, making your audience the hero, and being bold with your branding, local businesses can create powerful campaigns that resonate and stand out.

At Farsight, we believe every business has the potential to craft its own "Think Different" moment. By embracing creativity and authenticity in your marketing, you can connect with your audience, build a memorable brand, and drive growth.