Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate by Schmitt Bernd H

Author:Schmitt, Bernd H. [Schmitt, Bernd H.]
Language: eng
Format: epub
Publisher: Free Press
Published: 2000-12-11T00:00:00+00:00

APPLE COMPUTER’S REVIVAL

In the spring of 1998, Apple’s market share was up for the first time in years. After six consecutive quarterly losses, Apple posted quarterly profits, earning over $100 million. And the stock was again a favorite of Wall Street.3

Apple was in the process of transforming itself. It decided to get rid of the rainbow colors in its logo because it appeared too reminiscent of the seventies, replacing it with several monocolored logos. It rolled out the iMac (for “internet Mac”) in six “flavors” (not colors!), a glitzy new home PC with a blazingly fast processor, and sold 278,000 units in six weeks, making it one of the most successful computer launches ever. BusinessWeek voted the iMac one of the best products of 1998 and wrote, “Its translucent teal casing is a bold departure from the acres of putty-colored PCs on desktops everywhere.” Steve Jobs, Apple’s CEO, said: “Apple is back to its roots, starting to innovate again.” And iMac designer Jonathan Ive said, “It’s in the genes of this company to be different.”

The innovation of the iMac came on the heels of an evocative THINK marketing campaign. Conceived by Lee Clow, an ad executive at TBWA Chiat/Day Inc., who had created the famous “1984” spot, the campaign uses the slogan “Think different” over striking black-and-white photographs of “creative geniuses” in various fields—Albert Einstein, Gandhi, Martha Graham, Maria Callas, Amelia Earhart, Rosa Parks, Buzz Aldrin, Muhammed Ali, Richard Branson, and John Lennon and Yoko Ono, among many others. The comprehensive campaign includes television and print advertisements, billboards, wall paintings, bus shelters, and bus wraps. While the campaign urges consumers to think differently about Apple (a linked campaign encourages people to “think different about software on Macintosh”), it also urges them to think differently about themselves and to let their own creative genius shine through by using Apple products. In the words of Steve Jobs, “Think Different celebrates the soul of the Apple brand—that creative people with passion can change the world for the better. Apple is dedicated to making the best tools in the world for creative individuals everywhere.”

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