Branding Yourself

When it comes to branding yourself, the most important thing you can do is to make sure that you stand out. Branding yourself can be hard, but it is a vital part in setting yourself apart from others. Apple's "Think Different" campaign is a great example of using emotion to create a unique and authentic persona for their audience. By breaking down this ad, we can better understand how Apple was able to create a powerful presence while also reaching the masses.

Black and White Emotions

The black and white pictures and videos that are used are nostalgic for people. Some artists claim that you can “feel” more when things are in black and white. This is why some photographers and videographers opt to record intimate moments in black and white to bring out the emotion for the viewer. That was the exact purpose of this ad. Apple wanted people to feel something, to connect with the ad deeper and to endear their company to their audience. By using black and white, they were able to make people feel heartwarming emotions and take their company to a personal level.

Inspiring Narration

The narration is inspiring. There are some thoughtful words that are said that are meant to inspire people. The words play on a human being’s innate desire to do something. By showing inspiring people that have lived throughout the decades, Apple wanted to inspire their viewers to do something more. I think this is achieved through the fact that Steve Jobs is the one who is narrating the ad. Within the narration, there is at least one line that someone could relate to. For example, “the round pegs in the square holes…” At one point in everyone’s life most people have felt like an outsider or misfit. The beginning of the ad is genius because it captures the viewer’s attention by listing insecurities or feelings that most people have experienced.

“Think Different”

Apple did get some backlash from the ad because the slogan “Think Different” wasn’t grammatically correct. However, I think that is the genius behind it. The whole purpose of the ad was to highlight people who had significant impact on the world and how they didn’t care to stand with the rest of the “status quo.” By creating a slogan that was grammatically incorrect, Apple also set itself apart as a group who would abide by the same processes. They purposely set themselves with the people who were inspiring and changing the world.