![]() It’s evident in the way Apple speaks to customers about its products. The Think Different campaign may have been phased out but the simplicity and consistency continue to anchor the emotional element. It was a manifesto that rallied together people who craved a sense of belonging, creating such a deep emotional bond that for them to consider any other product was bordering on blasphemy. There wasn’t a rambling list of specs and features. It didn’t focus on any technical details of Apple’s products or how they were better than the competition. The campaign was very simplistic yet incredibly powerful. Technical details are the last thing Apple cares to advertise ![]() It made them feel like that buying Apple products made them a part of something bigger. Apple had expertly tapped into the emotions of people who felt that their individuality wasn’t respected. ![]() The company’s counter-culture image was cemented for times to come. Its “Think Different” campaign from the late 1990s elevated brand equity to the stratosphere.ĭespite being one of many tech companies at that time, Apple expertly created an emotional connection with people, evoking in them a sense of belonging with its whole “Here’s to the crazy ones. Since the company was started in 1976, it has focused on building a dedicated almost cult-like community of fans with what can best be described as religious reverence for its products. The emotional element has been the bedrock of Apple’s branding strategy. Even as Samsung’s perceived brand value has increased significantly and it sits at the fifth spot on that list, it doesn’t quite seem to evoke the same emotions as Apple, despite all of its innovations in products and design. The overall brand perception for Apple is that it enables customers to connect, pay, play, and thrive. Apple has been somewhat of a permanent fixture on Interbrand’s Best Global Brands list.
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