Think different

Symbol + logotyp för "Think different"-kampanjen

Think different (svenska: Tänk annorlunda) var en slogan for Apple, Inc. (då Apple Computer, Inc.) som lanserades 1997 skapad på reklambyrån TBWA\Chiat\Days Los Angeles-kontor.[1] Frasen anses av många vara ett svar på IBM:s motto "Think".[2][3][4] Den användes i reklam såväl på TV som i tryckt media. Apple slutade använda frasen när de lanserade iMac G4, 2002.

De galna

Till kampanjen skrev creative director Rob Siltanen och copywritern Ken Segall (med hjälp av flera Apple-anställde) en text som blivit ikonisk.[5] Texten finns i flera versionen som alla börjar med ”Here's to the crazy ones”. En version av den har översatts till svenska som Lovsång till de galna[6].


Källor

  1. ^ 'Think Different': Reklamkampanjen som återställde Apples rykte.
  2. ^ Clifton, Rita; Ahmad, Sameena (2009). Brands and Branding. The Economist. Bloomberg Press. sid. 116. ISBN 978-1576601471 
  3. ^ Altstiel, Tom; Grow, Jean (2005). Advertising Strategy: Creative Tactics from the Outside/In. Sage Publications, Inc. sid. 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. sid. 66. ISBN 978-1578519934 
  5. ^ Siltanen, Rob (2011-12-14). ”The Real Story Behind Apple's 'Think Different' Campaign”. Forbes. Forbes. http://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/. 
  6. ^ ”Lovsång till de galna”. Arkiverad från originalet den 4 juni 2016. https://web.archive.org/web/20160604101908/http://www.mises.se/2015/03/08/lovsang-till-de-galna/. Läst 14 maj 2016. 

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