With the recent passing of Steve Jobs, the world lost a technology pioneer. Love him or hate him, not only did the Apple co-founder create an iconic consumer brand with a cult-like following, he also created an employer brand for Apple which is surpassed by few companies.

In the recently released authorized biography, Steve Jobs, by Walter Isaacson, the Apple co-founder is quoted as saying, “We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are.” Thus began one of the most memorable marketing campaigns of all time.

Originally intended to remind customers of the distinctiveness of the Apple brand, the “Think Different” campaign went beyond that. The “Think Different” commercial, one of our favourite videos of all-time, clearly communicates Apple’s employer brand as well.

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify them or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”
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