Lee R. Roth’s Post

Here’s one of my favorite marketing campaigns: "Think Different" by Apple, launched in 1997. It was a true game-changer in the world of advertising. Here's why: 1. Unconventional Approach: Apple broke away from the norm by not promoting products but celebrating visionaries who challenged the status quo. They celebrated those who dared to think and dream differently. 2. Positioning: By placing themselves among iconic figures and visionaries like Einstein, Gandhi, and Lennon, Apple not only showcased their brand's identity and desire to make a difference, but also conveyed a powerful message: when you choose Apple, you align yourself with those who innovate and change the world. 3. Emotional Connection: The campaign tapped into our emotions, making us feel inspired and empowered. It wasn't just about a brand; it was about a way of life. This campaign reminds us that marketing isn't just about selling products; it's about telling a compelling story that resonates with people's hearts and minds. What’s your favorite part? Share your thoughts!💡 #Apple #ThinkDifferent #Marketing #Creativity #Innovation #Advertising

What makes an ad bad? 👎 How much criticism warrants an apology from a brand? 🗣 Is society more critical than ever before? In my latest newsletter, I attempt to answer these questions and more as I wade through the mucky world of digital criticism. Click the link next to my profile pic above to read the full post. ⬆ #Apple #Marketing #Branding

Apple's 'Mother Nature' campaign generated a range of polarizing responses, leading to Apple disabling comments. Whether you love it or hate it, there is a lot to learn from it – and don’t we owe it to Mother Nature? Let’s not silence brands that are trying to give a sh*t but learn from them to make our work more impactful. ✅ Here are 5 lessons to learn from Apple's 'Mother Nature' campaign. #sustainability #advertising #strategy

In 1997, Apple launched the "Think Different" campaign. This marked a turning point for Apple, which was struggling to keep up with competition at the time. The campaign was a bold move that celebrated the power of creative thinking, and it instantly captured the attention of consumers around the world. What made this campaign so effective was not just the use of famous figures, but the emotional connection it created with consumers. The "Think Different" message was more than just a tagline; it was a rallying cry for all those who dared to be different, who refused to conform to society's norms. The impact of the "Think Different" campaign was significant, not just for Apple, but for the marketing industry as a whole. Three key takeaways from the campaign 1) Consider the values your brand represents and use storytelling to evoke emotions that resonate with your target audience. 2) Encourage your audience to embrace their uniqueness and showcase how your offerings support that mindset. 3) Share stories that showcase your brand's journey, values, and the positive impact it can have, as this can forge a stronger connection with consumers. ******* If you found this valuable consider sharing and follow me for more

Join me for an upcoming series where we'll dive deep into the iconic Apple 'Think Different' campaign. Over the next few posts, we'll unravel the campaign's strategy, creative elements, and its lasting impact on branding and innovation. Stay tuned for insights that will inspire your marketing journey! #digitalamarketing #apple #thinkdifferently #campaigns

Positioning and differentiation...... Are they just fancy words for the same thing? Not quite. Although they are related, these marketing concepts have distinct differences. Positioning about occupying a spot in the customer's mind. Differentiation sets you apart from the competition. Apple excels at both, with slick gadgets and a seamless ecosystem. Good marketing blends positioning and differentiation well. Pick strategic differences to own a distinct spot in customers' minds. Highlight the advantages only you offer. The bottom line? Positioning is about perception, while differentiation equals distinction. Together, they form a compelling brand that customers choose over rivals. #digitalamarketing #marketingstrategy #opticliqdigitalagency #brandpositioning #differentiation #marketing #marketingagency #marketingtips

Is it really about the campaign, or is it about branding and expectations? 🤔 Let's consider a hypothetical scenario: What if Liquid Death launched the same campaign as Apple? Would the reception be different? Branding and expectations might be the real game-changers here, not just the content of the campaign itself. It's fascinating how our perceptions are molded by the brand persona that companies build over time. What are your thoughts? Have you ever encountered a marketing campaign that seemed off, only because it didn't align with what you expected from the brand? Repost if you find this perspective interesting! 🔄 Thank you!

Apple's original marketing philosophy from 1977 was created by Mike Markkula, who was the first angel investor in Apple. The philosophy was summarized in a one-page paper titled "The Apple Marketing Philosophy" and emphasized three points: empathy, focus, and impute. Empathy meant having an intimate connection with the customer's feelings and understanding their needs better than any other company. Focus meant doing a good job of the things they decided to do and eliminating all unimportant opportunities. Impute meant that Apple would convey its values through everything it did, from its products to its marketing. Over the years, Apple's marketing strategy has evolved, but it has always been centered around the customer and creating products that meet their needs. Apple's advertising campaigns have evolved from being text-heavy and light on images in the 80s to being more aesthetically appealing while still emphasizing the products. Their most successful ad campaign was the "Think Different" campaign, which ran from 1997 to 2002 and featured a number of famous people. Apple's marketing is known for being simple, effective, and inspiring, and it has become a benchmark for other companies who want to achieve the same global popularity, revenue growth, and staying power. #Apple #Marketing #AppleAdvertising #AppleCampaigns

🔥Hot take: People who adorned their professional status with ex-Apple, ex-Google, ex-BigTechName have a lack of personal branding to depend on. So they rely on the company brand to lift themselves rather than their own personal brand. Be top-of-mind by your peers as the go-to person for a specific domain - rather than being associated with certain brands. It basically means that you are just one of the cogs in a machine. Once you leave, you’re done.

I always have, and always will, shut down 'we need wow factor,' 'let's get more zing,' and 'let's look at how Apple does it and go along the same lines' during #brainstorming sessions. Ideas that originate from these lines (instead of the brand's womb), lower the IQ of everyone in the building. And kill the brand from having it's own identity. #marketing #branding #advertising #ideas #identitydesign #justsaying