Apple "Think Different"

The “Think Different” campaign rescued Apple from near bankruptcy in 1997 and redefined the brand as a haven for creative rebels, directly paving the way for the iPod and iPhone. Within one year, Apple’s stock price tripled, rising from $3.30 to over $10 per share. This message outperforms #4’s viral style by building a lasting identity that endured for a decade, a feat achieved by targeting visionaries rather than chasing short-term buzz.