Slogan Week: Think Different

This week, Biz Television takes a look at its favorite slogans.

A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose.

Slogans play an important role in advertising. They linger in one’s mind even when the advertisement is long gone. A slogan needs to stick in your head even when the ad is gone.

Today’s slogan: Think different (Apple)

A play on the IBM “Think” slogan, “Think different” was created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day. It was used in a famous commercial, several print advertisements and a number of TV promos for Apple products. Apple’s use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002.

What makes it such a great slogan? While Apple seems to be the definition of trendy, in 1997 it wasn’t. Before the iPhone, before the iPod, Apple was the other guy. PC’s and Microsoft dominated the market. The “Think different” slogan was a layered message.

First, explore your originality, don’t submit to conformity. The Apple posters showed great thinkers and unique personalities to portray their message.

Second, and most important, think of a different kind of computer.

Two words make an amazing slogan and “Think different” is the shortest slogan on our list.


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Posted on November 1, 2010, in Biz Tips, Global Biz and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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