In 1997, Apple was on the brink. Market share was slipping, investor confidence was low, and the company had lost sight of its identity. Then, with just two words, Think Different, everything changed.

That campaign didn’t just sell computers. It sold belief.

It spoke to the rebels, the misfits, and the visionaries who saw the world differently.

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Apple’s revival is often remembered as a story of design and innovation, but it began with something deeper: brand visibility and purpose. Steve Jobs understood that before a company can be chosen, it must first be seen - clearly, consistently, and for what it truly stands for.

That philosophy continues to inspire our approach at Farsight - Be Seen.

Seeing What Others Don’t

When Apple launched Think Different, it did more than advertise; it reframed the relationship between brand and audience. It wasn’t about specifications, screens, or price points. It was about identity.

Apple and its agency carried out deep audience research to understand exactly who they were speaking to: creative professionals, innovators, and dreamers who felt misunderstood by a technology industry focused solely on function.

The result? A campaign that built a movement. People didn’t just buy Apple products; they aligned themselves with a belief system.

The Numbers Behind the Vision

ThinkDifferent wasn’t just memorable - it was measurable.

1️⃣ Apple returned to profitability within a year of the campaign’s launch, reporting a $309 million profit for fiscal 1998 after nearly $2 billion in losses the previous two years.

2️⃣ Between 1997 and 2000, Apple’s market value more than tripled as confidence in the brand returned and the company re-emerged as one of the world’s most admired names.

3️⃣ Upon release, the campaign became an enormous success for Apple. Critically acclaimed, it received the 1998 Emmy Award for Outstanding Commercial and the 2000 Grand Effie Award for the most effective campaign in America.

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The takeaway? When a brand is seen for what it believes in, it becomes more than a product; it becomes a story people want to be part of.

The Local Lesson

So, what does a global brand like Apple have to do with businesses here in Scotland?

Quite a lot.

Every successful campaign begins the same way, with research, understanding, and clarity of the audience. Apple identified their ideal customer and built everything around them.

Here in Aberdeen and across the UK, the same principle applies whether you’re in Oil &Gas, IT, Energy, or Industrial services. Each of these sectors has a defined audience, an audience with its own voice, priorities, and challenges.

When that audience is understood, strategy becomes precise, and communication connects people with purpose. The message stops being noise and starts being recognition.

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Strategy Before Story

The marketing of any strong brand begins long before a single post, video, or campaign goes live. It starts with research:

·     Who are we talking to?

·     What motivates them?

·     What problems do they need solved?

At Farsight, this process forms the foundation of every partnership. We combine audience insight, brand psychology, and creative storytelling to ensure every message lands with impact.

And while we take care of the marketing delivery -  from strategy and design to video and social campaigns - it gives our clients time to focus on what they do best: developing the products, services, and innovations that keep their industries moving.

That’s the power of collaboration, and it’s what helps your business Be Seen.

The Power of Belief

Steve Jobs once said:

“The people who are crazy enough to think they can change the world are the ones who do.”

That line wasn’t just clever advertising; it was a call to action.

It invited people to believe in themselves, and in turn, they believed in Apple.

The same principle applies to every business.

When you communicate clearly, consistently, and with conviction - when you’re seen- people start to believe in what you do.

Be Seen for What You Stand For

Every great brand begins with belief, and the courage to show it to the world.

Visibility isn’t vanity. It’s clarity. It’s connection.

It’s the difference between being a business that operates and one that inspires.

So, the question isn’t if you should be seen.
It’s what you want to be seen for.

“Think Different.” was Apple’s call to creators.
“Be Seen.” is ours.

www.wearefarsight.com/video-marketing-packages
What will your brand stand for when the world sees it?

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