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October 2, 2004






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So instead of selling the car, they are selling the experience of the car. Apple expanded on their company catch-phrase of “think different” by using people that have been recognized as forward thinkers of their times in their marketing campaigns to associate the apple product with thinking different...
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They used speeches by Martin Luther King Jr. and images of Albert Einstein and Gandhi in their commercials, which contributed towards branding their computers and other products as being different. Apple’s most recent push has been to brand their company as a younger more hip brand. Their commercials quite literally portray their computers as a young college student, while representing a PC as an older bland man...
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