In 1997, Apple launched the "Think Different" campaign. This would not only revolutionize their company, but it would also challenge traditional business models everywhere. In a time when Apple's value was quickly diminishing, and the media was beginning to slander their products as well as their company, Steve Jobs desperately needed something to revamp their brand and change the way consumers looked at them. And thus, the "Think Different" campaign was born.
He hired a brilliant team of creative thinkers to come up with something extraordinary, something that would change their business forever. The idea was simple, but powerful. Sync up black and white images of brilliant people throughout history with the "Think Different" tagline and the rainbow colored Apple logo. Like Apple, many geniuses in history had amazing visions, but were criticized at one point or another for their offbeat thinking and ideas. The ad aimed to show people that being different and walking to the beat of your own drum was a good thing. As Ralph Waldo Emerson once said, "To be great is to be misunderstood." The campaign would go down as one of the most powerful ad campaigns of all time, and Apple would go on to become one of the most successful, revolutionary companies in history. We here at Realty ONE Group Complete strongly resonate with this way of thinking. We want to swim against the tide. We want to be a purple cow in a field of brown ones. We want to disrupt the industry, ONE day at a time.