If you have a little time (and tolerance for clunky writing) go read Forbes’ The real story behind Apple’s ‘Think Different campaign. The piece is written by Rob Siltanen who was the creative director & managing partner at TBWA/Chiat/Day. He not only pitched ‘Think Different,” but also wrote the rough draft of the script that became the iconic commercial.
“When the ‘Think Different’ campaign launched, Apple immediately felt the boost despite having no significant new products. Within 12 months, Apple’s stock price tripled.”