Think different

"Think different" is an advertising slogan used from 1997 to 2002 by Apple. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day.[1] The slogan has been widely taken as a response to the IBM slogan "Think".[2][3][4] It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.

As of 2020, "Think different" was still printed on the back of the box of the iMac.[5]

  1. ^ 'Think different': The Ad Campaign that Restored Apple's Reputation. Lowendmac.com, Retrieved August 12, 2008
  2. ^ Clifton, Rita; Ahmad, Sameena (2009). Brands and Branding. The Economist. Bloomberg Press. p. 116. ISBN 978-1576601471.
  3. ^ Altstiel, Tom; Grow, Jean (2005). Advertising Strategy: Creative Tactics from the Outside/In. Sage Publications, Inc. p. 24. ISBN 978-1412917964.
  4. ^ Sull, Donald Norman (2003). Revival of the Fittest: Why Good Companies Go Bad and How Great Managers Remake Them. Harvard Business Review Press. p. 66. ISBN 978-1578519934.
  5. ^ "The Few Remaining Uses of the Word "Macintosh"". TidBITS.com. January 10, 2020. Retrieved December 10, 2021.
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