What was Apple's (Apple Computer, Inc) slogan between 1997 and 2002?

Think Different was the slogan used by Apple. It was the campaign that made Apple the shiniest of computer companies. By 1997, there was hardly an Apple left to pick. CEO Steve Jobs had just returned to the company after eleven years away. The company was a joke; Jobs needed a plan. Enter TBWA/Chiat/Day with their Think Different campaign, matching up famous thinkers to the product. It took Jobs a little time to get onboard. He thought it was a little egocentric and flowery but after many discussions, the campaign launched and became one of the best known in history.

More Info: en.wikipedia.org

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57 Comments

rydaspyda

This was a simpler time .... Now we can use, " just think... anybody please"

Ben Shutt

"Think Different" is grammatically incorrect :>)

Renee Ring Seklecki

Always bothered me! Should be think differently!

Bill Coe

Ana M Novoa, So, provide the right answer and support it. In other words, put up or shut up.

earlepg

I guess I didn't think different. Have never been an Apple fan.

muman

The "THINK" slogan was first used by Thomas J. Watson in December, 1911, while managing the sales and advertising departments at the National Cash Register Company.[1] At an uninspiring sales meeting Watson interrupted, saying The trouble with every one of us is that we don't think enough. We don't get paid for working with our feet — we get paid for working with our heads. Watson then wrote THINK on the easel.[2] Asked later what he meant by the slogan, Watson replied, "By THINK I mean take everything into consideration. I refuse to make the sign more specific. If a man just sees THINK, he'll find out what I mean. We're not interested in a logic course."[3]

muman

I believe, although I cant confirm it, that 'Think Different' was a jab at old IBM because their slogan for many, many years was 'THINK'. My father had an IBM Think desk sign... See https://en.wikipedia.org/wiki/Think_(IBM)