Apple's Think Different campaign reshaped how a legacy brand could occupy cultural space without chasing trends. This episode breaks down the origins of that campaign, how it positioned Apple above the typical marketing playbook, and why that same positioning now creates challenges as digital platforms demand hyper-targeted, persona-driven content. The discussion covers the difference between air game and ground game marketing, what made Think Different work for its era, and where legacy brands like Apple are starting to lose ground to brands built for algorithm-driven advertising. Part of a series on different brand types, with next week's episode auditing Apple's current paid social and organic content.
Timestamps
00:00 Legacy brand expectations vs founder-led brands
02:00 How the internet changed brand building at scale
04:00 The content volume demand on modern marketers
05:30 Why Apple operates like the Beyoncé of brands
08:00 Brief history of Apple and the Think Different era
22:00 The biggest challenge for legacy brands today
24:00 Air game vs ground game marketing explained
26:30 Why Apple's digital strategy leaves a gap
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