Brand Analysis for Apple “Think Different” Link https://www.youtube.com/watch?v=5sMBhDv4sik
The main message of Apple’s "Think Different" campaign/ad is calling on people to embrace innovation, creativity, and non-conformity. The Ad encourages individuals to think beyond the norms placed on them by society, suggests that those who challenge the status quo are the ones who will leave a lasting impact on the world. The target audience for this campaign Is individuals who value things such as creativity, innovation, and independent thinking. I do not think there is a specific demographic for this ad, but I do believe the psychographic they tried to reach was aimed at those who value the ideals I previously mentioned, as well those who are open-minded and tech-savvy. The campaign supports the primary message with features iconic figures such as Einstein and Gandhi, creating a sense of permission-to-believe that by aligning with Apple products means aligning with a legacy of innovation and change.
The consumer insight revealed in the ad is that the target audience desires being associated with groundbreaking ideas and innovation. The ad taps into the audience's aspiration and goals to connect with something, a product or idea, greater than themselves, and symbolizes creativity, originality, and positive change. The success in communication is shown throughout the ad by how it resonates with the audience, and portrays Apple products as not just technological choices, but also as a commitment to being apart of a community that values the idea of creativity and innovation, while also challenging the norm and status quo. In terms of advertising production qualities, the campaign takes the bar and leaps past it in terms of quality and message. The use of black-and-white footage and a voiceover from a powerful speaker helps create a timeless and impactful aesthetic, aligning with Apple's brand and
