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This article by Cory Treffiletti was completely relevant to yesterday’s blog post on the aQuantive purchase by Microsoft. The article is also inspiring to really drive unique innovation that disrupts the competition and absolutely delights customers.

Do You ‘Think Different’?
By Cory Treffiletti

Back in the late ’90s, Apple launched an elegant campaign which asked the audience to “Think Different.” This omnipresent campaign was beautiful in its simplicity and represents one of my favorite ad campaigns of all time purely for the message that it sent — that ingenuity and creativity are what is rewarded in life.

Concurrently, in the late ’90s we witnessed the rapid expansion of the Internet to become an everyday tool for the average consumer; along with this growth came a requirement for companies and brands to also “Think Different.”

Brands were tasked to come up with new ways of reaching their audience in this entirely new medium. They tested new strategies and they piled dollars on top of dollars to wield the strength of the banner bandwagon as they developed additional new ways for spreading their brand-messages to the consumer. The bandwagon created a bubble and the bubble eventually burst, but those who were passionate and were personally invested in the medium continued to evolve and develop new strategies for harnessing the power of the digital populace. All the while, these people were, consciously or not, attempting to “Think Different.”

Read the full article on MediaPost and post a comment on their blog >>